KFC was launching its Christmas burger - two chicken fillets, cheese, cranberry sauce and a stuffing patty. It’s like a Christmas dinner - just without the turkey. We had to make this as noisy as possible, with less money and media than our competitors, at the busiest advertising period of the year in the UK.

Pretend we’re giving into fan requests for Kentucky Fried Turkey. Commit to the bit. Really, truly make it seem like we’re doing it. Responding to our most loyal fans. And then, at the final possible moment - telling them to get stuffed.

To understand the role that KFC could have at Christmas, we scanned social to understand what, or even if, people thought about the brand. We noticed one question was raised every year in December: when would KFC sell turkey for Christmas?

Despite the constant stream of requests on social media, the suggestion to introduce a turkey product would never be taken seriously by KFC. A brand that has over 70 years of specialising in one thing and one thing only, chicken. The company believes it’s the best meat there is, and they believe they’re the best at making it. So why would experts in chicken start selling their inferior-tasting poultry rival?

KFC didn’t want to give people what they asked for, expected, or even - controversially - what they wanted.

We saw a clear opportunity to subvert expectations and have a little fun with our biggest fans.

We aped the style of typical ‘Back by Popular Demand’ campaigns. Teasing with comments asking for KFT. Making everyone think that we were really, finally going to do it. And then, at the last moment, we pull the rug. No way. We’re not doing that. Are you crazy?

The campaign launched in November 2023, on TV, VOD, online, OOH and radio. Oh, and we ended up selling out of the burgers 14 days early.

Awareness of the TV ad, and branding attribution both reaching the top 1% of all adverts measured by Kantar

In KFC's brand tracking:

Net buzz score was up by 41% vs. the Christmas campaign in 2022

Word of mouth increased by 14%

Key message takeouts:

KFC are the experts in chicken, up by 36% vs. the Christmas campaign in 2022

KFC are exciting, up 23% vs. 2022

Purchase intent increased 16% vs. 2022 campaign

Consideration increased by 7% vs. 2022 campaign