This piece of work is relevant for Direct because it was created to engage directly with individuals to develop a one to one customer relationship. A beautiful and insightful experience with the brand starting with a direct communication.

Peru is one of the countries with the most consumption of chicken per capita in the world. KFC is one of the key players in the Peruvian fast-food industry. For the brand it’s important to activate and increase sales in all the key dates of the year.

2019, was an important year to activate the brand and create something amazing, the 80th anniversary of the creation of the Colonel Sanders unique fried chicken recipe.

Our objectives were clear:

We needed to create something that generate excitement for KFC. A unique "Finger lickin good" experience that would give value to the brand and that must work perfect with two important assets of the brand: Fried Chicken and the Colonel Sanders.

When people think about Colonel Sanders, they always remember him wearing his classic impeccable white suit. We thought that it could be amazing to wear a white suit just like him to commemorate the anniversary of his amazing recipe but eating fried chicken could stain the suit and not be the cleanest.

That´s how this idea appeared.

Why don´t we create the same exactly Colonel´s white suit but tailored in white Napkin Paper, so everyone could eat Fried Chicken without the fear of getting dirty?

Yep. The KFC Napkin Suit was born.

There is nothing more "Finger lickin good" than eating fried chicken dressed just like the colonel.

In Peru, KFC is the favorite fast-food chain for the young audience. Youngsters love it. The consumers eat KFC in a weekly basis and always are waiting for interesting promos and cool content of the brand. They are usually open to experience with the brand, eat a lot of chicken and have fun.

So, the brand strategy was to connect with them with a cool out of the box experience that could be exciting and shareable.

We created the Colonel Sanders white suit replica entirely tailored in napkin paper. So, people could live a finger lickin´good experience without the fear of getting dirty.

We handcrafted thousands of napkin suits and put them into selected KFC Stores.

Our best customers received their suits in their own houses before everyone.

After that, to have one, our customers only needed to go to the store and order their favorite Fried Chicken combo, by doing this they got the Napkin Suit for free.

The activation happened for two weeks in the most important KFC locations in the country.

The Napkin Suit earned:

US$1 million in free media.

300,000 shares

Became Trending Topic.

All suits were sold out in just 1 week.

The Chicken Combos sales increased in 18% in the selected Stores during the campaign.

100% of positive reactions.