KFC is renowned for its crispy fried chicken and has always prided itself on delivering finger-lickin’ goodness. Unlike its biggest competitor, McDonald’s, which mass-produces uniform chicken nuggets (McDonald’s nuggets are only available in 4 shapes around the world), KFC’s Tenders are crafted by hand from real chicken fillets in each restaurant. This unique approach results in imperfect yet authentic crispy pieces that celebrate the essence of KFC’s commitment to quality.

The insight behind this campaign lies in recognizing that imperfections can be beautiful. While McDonald’s nuggets conform to a standardized shape, KFC’s Tenders embrace their individuality. These handcrafted pieces symbolize the care and attention that go into every KFC meal, making them more than just food—they’re an experience.

To highlight the distinctiveness of KFC crispy Tenders, we devised the “Imperfect Billboards” campaign. Our strategy was to create billboards that mirrored the uniqueness of each Tenders. By intentionally designing billboards with irregular shapes, we aimed to evoke curiosity, surprise, and a sense of authenticity among passersby.

Billboard Shapes: Collaborating with local craftspeople, we created billboards that defied convention. Each billboard would have a one-of-a-kind shape, just like KFC’s Tenders. No two billboards would be alike, emphasizing the individuality of the product and capturing attention.

Visuals: The billboards featured playful, imperfect shapes—resembling Tenders that had been lovingly hand-breaded. Some might resemble a Tenders’ silhouette, while others could be abstract and whimsical.

Tagline: « Perfectly Imperfect » celebrates the imperfect beauty of KFC’s Tenders.

Placement: We strategically placed these billboards near KFC restaurants, ensuring that customers could connect the campaign with their dining experience.

Engagement: The campaign generated buzz both online and offline. People eagerly sought out the billboards and shared their experiences.

Brand Perception: KFC’s commitment to quality and authenticity was reinforced. Customers appreciated the brand’s celebration of imperfections.