The “Imperfect Billboards” campaign for KFC is a creative media idea that ingeniously transforms conventional advertising billboards into an immersive brand experience. By creatively reimagining billboards, it celebrates imperfections and reinforces KFC’s brand identity. That’s why it’s a standout example of innovative outdoor execution.

In France, how people perceive the quality of food plays a crucial role in their choices, even for fast-food restaurants. Unfortunately, when it comes to KFC, its reputation for quality unjustly falls behind that of competitors like McDonald’s.

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.

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.

Insight

The insight 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.

Idea

To highlight the distinctiveness of KFC Tenders, we devised the “Imperfect Billboards” campaign. We created 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.

Execution

Each billboard would have a one-of-a-kind shape, resembling Tenders that had been lovingly hand-breaded. Some might resemble a Tenders’ silhouette, while others could be abstract and whimsical.

The « Perfectly Imperfect » tagline celebrated the imperfect beauty of KFC’s Tenders.

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