The QSR category is one of the most fiercely competitive and challenging in Spain with brands such as Burger King and McDonald’s dominating the advertising spend rankings.

Plus it is also a category where communication is driven by deals and promotions, and this has led to an environment in which brands tend to be undifferentiated and the consumer is extremely unfaithful.

Furthermore, when people in Spain think of “fast food”, they think of pizzas or hamburgers but not fried chicken.

With the release of La Infame, a limited edition product, we had to deliver a low-budget launch that would grab the attention of all potential consumers and include fried chicken in the fast food conversation.

We used a range of media and formats to get the word out:

- a video starring real competitors’ employees.

- posters opposite and next to their workplaces

- hangers on their delivery scooters,

- flyers

Reaching the competitors employees directly without their bosses noticing, it’s not an easy challenge. So we decided to create a completely new way to deliver our message.

We know that when you order food online, the restaurants print a ticket for the workers to prepare the orders.

So we turned the order's notes in the delivery apps ordering process, both theirs and the aggregators, into a new channel by placing orders to main major fast food restaurant and leaving an invitation to try the new burger for free.

We create a Trojan horse message in each order with this text:

“We ordered //place here your favorite product from your 2nd favorite fast food restaurant//just to tell you that, only because you work for our competitors, there is a free infame waiting for you at KFC. Find out how to get it without being seen at KFC.ES/COMPETENCEINFAME”

Every time we ordered a Whopper, Big Mac, pizza, tacos or whatever, we were inviting them to try the new Infame, enabling us to deliver our message within an organic and unexpected way: by creating a message they couldn’t ignore.

+180.000 Infames sold

1.4 infames sold / minute

+24% sales uplift

We were able to recruit new consumers with +32% users making their first KFC order online

2 million views of the video in 2 days.

99% positive sentiment.

54k calls to the freephone number with a completion rate of 99.6%.

3.5 million interactions.

31 million organic impressions.

Over 1200 competitors employees tried free La Infame, given out in 11 cities.

La Infame became the bestselling limited edition product in the history of the brand in Spain