The QSR category is one of the most fiercely competitive and challenging in Spain with brands such as Burger King and McDonald’s dominating the advertising spend rankings.

Plus it is also a category where communication is driven by deals and promotions, and this has led to an environment in which brands tend to be undifferentiated and the consumer is extremely unfaithful.

Furthermore, when people in Spain think of “fast food”, they think of pizzas or hamburgers but not fried chicken. Hence one of KFC’s key strategies is to introduce fried chicken into Spanish culture.

With the release of La Infame, a limited edition product, we had to deliver a low-budget launch that would grab the attention of all potential consumers.

We used a range of media and formats to get the word out:

- a video starring real competitors’ employees.

- posters opposite and next to their workplaces

- hangers on their delivery scooters,

- flyers

- messages in delivery platform orders

The last step was to find a way to verify that those workers were really workers from our competitors, sine qua non condition to try a Infame for free.

So, we decide to include this last check in a medium that was as special as revolutionary:

A customer service line.

We turned an answering machine, one of the worst interactions a person can have with a brand, into a fun test to see whether the callers worked for the competition.

An interactive experience made up of a tree with 36 combinations of answers and atotal time of 10 minutes.

36 conversational paths in a 10 minute experience

54k calls to the freephone number with a completion rate of 99.6%.

99% positive sentiment.

Over 1200 competitors employees came to our back doors, and tried La Infame for free, given out in 11 cities.

+180.000 Infames sold

1.4 infames sold / minute

+24% sales uplift

We were able to recruit new consumers with +32% users making their first KFC order online

2 million views of the video in 2 days.

3.5 million interactions.

31 million organic impressions.

La Infame became the bestselling limited edition product in the history of the brand in Spain