KFC wanted to showcase the quality of their food in a way that drove fame and talkability around the brand and reached a younger millennial audience. KFC knew that to drive genuine fame around the brand, they needed to create something that showed an insight into popular culture. Our brief was to find an opportunity within the cultural calendar to hero the quality and deliciousness of KFC food in an unexpected and entertaining way. Our social listening identified mindfulness as a trend amongst KFC’s audience and online culture.

People assumed the most mindful sounds came from nature, until KFChill; an immersive audio collection for people to de-stress to the soothing sounds of frying chicken, sizzling bacon and simmering gravy. Using a simple scroll, you can see and hear for yourself how the sounds of KFC can be even more relaxing than nature. Scientifically termed ‘pink noise,’ these are proven to be more relaxing than your better-known ‘white noise’. We made the tracks available to download so people could be mindful to the sounds of KFC wherever they went. We also used Instagram Stories, which unlike most social formats, is consumed with sound on.