KFC "Chicken X-Rays" by PS21

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Real Chicken

*Real radiography made in Madrid on 5/30/18.

Spanish people cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.

We started with a deep analysis of people’s main worries regarding food quality.

As a conclusion, we identified two key insights:
1. “Fast food chicken is not chicken but rushed chicken pasta." Other competitors’ chicken hamburgers and nuggets have generated negative ideas that directly affects our product.
2. “All pictures from the adds are modified. They are not real." People know the visual codes in ads and assume that what they see is fake.

The conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically.

We contacted specialists so that they could take radiographs of the different parts of KFC fried chicken. We documented the process and we turned these diagnostic tests into communication pieces, using the billboards as light boxes.

How was made here.

Advertising Agency: PS21, Madrid, Spain

Creative Director: Victor Blanco, Daya Muñoz/ Myriam Gómez, Pablo Barrionuevo, Elena García
Art Director: Manu Rico, Marta Guardiet, José Luna
Copywriter: María Pulgar
Head of Growth: Beatriz Arce
Project Manager: Sergio Hernández
Brand Producer: Ines Berazadi
Equipo de cuentas: Arael Arias, Carla de Alfonso
Production: Lucas de la Rúa, Michel de Larroque
Studio: Pilar Guerrero, Javier Cirujeda, Pedro Marnez

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