KFC 2007-08 ABBY Silver:
A Little Too Chicken

KFC needed a way to highlight the generous portions of chicken in their burgers and create a buzz in the market. Traditional campaigns showcasing “too much chicken” risked blending in with competitors and failing to drive meaningful engagement. The challenge was to craft a unique and memorable campaign that would resonate with audiences, increase brand visibility, and drive in-store foot traffic.

Enter the “A Little Too Chicken” campaign—an innovative concept with a clever dual meaning. IT emphasised the abundance of chicken in kfc burgers while humorously depicting a chicken scared of minor things, creating a fun and relatable narrative.

The campaign’s marketing impact was amplified through:

• 1. Strategic Placement: Eye-catching visuals were published in press, displayed prominently in retail stores, and used as handouts, ensuring maximum visibility.
• 2. Interactive Engagement: The quirky visuals became a hit among children, who took pamphlets home for fun, with some even cutting out the burger images shaped like humans. This unplanned user interaction added a playful layer to the campaign.
• 3. Brand Differentiation: The humor and creativity set kfc apart from competitors by showcasing the product in an unexpected, entertaining way.
• 4. Buzz Creation: The campaign not only increased brand recall but also encouraged word-of-mouth marketing, as users shared the visuals and the story behind “a little too chicken.”

The Campaign’s Earned Silver In The Poster Category At The 2009 ABBY