KFC in Spain is still a relatively small brand in a category that's still dominated by burgers and pizza. Also, in a category that's driven by taste, chicken is not the first option that people think of.

The brief was to make people crave KFC, but it's not a simple task to communicate taste. The category is full of ads with people smiling at their burgers, and nobody eats that way. A secondary objective was to work on familiarity by showing different consumption moments. And finally, the brand wanted to showcase all of its product range.

We needed to find a distinctive way of communicating taste, using emotion to connect with QSR consumers to make KFC more desirable in order to drive sales and transactions at our restaurants.

In the advertising industry, we are used to seeing actors smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews with a picture-face? We all know that the more we enjoy something, the more ridiculous our faces become, and that's amazingly beautiful.

In the film, we go through seven amusing slow-motion scenes where people enjoy KFC's fried chicken to the point they're lost in the ecstasy of eating. The camera focuses in their genuine and sometimes weird unconscious pleasure expressions.

Eyes bulge, lips quiver, and nostrils flair during the piece close-ups, all set to Joe Cocker's passionate "You are so beautiful" soundtrack.

An amazing collection of ugly expressions that show how beautiful it is to let go and lose yourself to the pleasure of eating, and a way of talking about the product that also puts a smile in the viewers face.

The campaign has impacted our audience, brand awareness has grown 4 points, reaching the highest peak of the year. It's also reached media interest, with more than 400 coverage pieces adding 6.053.718€ earned media value and 323MM additional impacts

It has also helped make KFC more desirable, with purchase intention increasing by 1,6 points, and has sparked interest in the brand, achieving +59% Google searches since the launch.

But the most important thing, is that we have made people crave KFC, and that is showing up at the restaurants, which have seen their sales gone up by +25,8%, growing faster than the competition, proving that we can move people with fried chicken and that humor is more than ever a beautiful way to sell.