Campaign details

Brand: KFC Italy
Brand owner: YUM!
Lead agency: Isobar Communications Italy
Contributing agencies: Simple Agency
Country: Italy
Industries: Restaurants & takeaways
Media channels: Online video, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

KFC is a small newcomer in the quick-service restaurant market and the only restaurant offering the one thing Italian cuisine does not fry: chicken. Just fried chicken.

KFC's overarching challenge is to make Italian people – probably the hardest target for a foreign food brand – embrace the fried chicken obsession. But we are here to speak about the launch of the Double Down and its hot and spicy version, the Double Down Zinger. This is even a harder challenge. Why? Because Double Down is the epitome of chicken obsession: two slices of fried chicken plus bacon, cheese and sauces.