The UK is one big Chicken Town; a place where the streets are positively replete with inferior KFC imitators. From AFC to ZFC, these imitator chicken shops really are everywhere. Lucky for them that KFC believe imitation is the sincerest form of flattery, rather than the sincerest form of intellectual property theft.

To underline KFC’s taste superiority, we would draw attention to legion of imitators that KFC has inspired.

Simply show the breadth of the KFC imitators that exist. On the streets of the UK, you’ll find everything from AFC to ZFC. Our ads just collected them together in the same place.

AFZ to ZFC is part of an integrated campaign, the press and outdoor elements (AFC to ZFC) helped contribute to:

• A significant uplift in brand awareness from 94.6% to 96.3% (YouGov)

• Ad awareness rose from 23.2% to 24.7% (YouGov)

• Positive online sentiment about KFC jumped from 24% to 30% (System1)

• Purchase intent also rose, from 9.9% pre to 10.3% during campaign period (YouGov)

• The striking AFC to ZFC visual was picked up multiple times in social media, with over 4,000 individual posts containing the full ad.