Transparency is no secret

In a fiercely competitive market saturated with delivery services and niche competitors, KFC needed to do something different to stand out.

Traditional product-focused ads and short-term promotions were no longer enough to reach our customers at the heart.

BPG Group was entrusted with crafting a brand narrative that reinforced positive sentiment yet remained true to KFC’s tone of voice & humor.

KFC challenges to drive brand affinity and trust in an ever-competitive segment. By unveiling the process behind their iconic chicken – from hand-breading to fresh ingredients and strict quality standards – BPG Group aimed to foster transparency and authenticity for the brand.

"How do we bread our chicken? Exactly seven-times and always by hand. No step skipped. Where does our chicken come from? Locally sourced, hormones-free. How is it fried? At 170 degrees in pure vegetable oil that is changed every day. How long does it stay on the shelf? 30 minutes or they do it again. No shortcuts. Do you still want to know their secret recipe? Nice try…it’s herbs & spices, but that’s all we can tell you."

This social-first campaign, launched across Saudi Arabia, Kuwait and Egypt, and shared the brand's story without compromising on humor. It delivered on transparency and resonated with our audiences on social media.

Through a plethora of social-first content, BPG offered transparency into KFC's product. By sharing every detail that goes into making the brand’s world-famous food (except the Colonel's original recipe), we built deeper connections with our customers, fostering trust and loyalty.

This campaign appeared in Ads of The World