Spotify Premium doesn’t run ads. It is also one of the really great places to reach a KFC audience. So Memac Ogilvy worked out a way to sneak KFC Dubai’s limited edition chicken Kentucky burger onto the music streaming platform. The agency chose three of the region’s popular artists, Flipperachi, Moh Flow and Shébani, to disguise promotions of the burger in their profile avatars, cover photos, playlists and event listings.

In their photos, they hold burgers and in their playlists, song titles spell out KFC messages, such as Discover New Kentucky Burger. Come & Visit KFC. Get It, Before It’s Too Late, and users are redirected to KFC stores when they click on the artists’ next event location.

Memac Ogilvy’s KFC Spotify hack began on January 23 and so far, so good. Spotify hasn’t complained and KFC still features on Moh Flow and Shébani’s profiles (Flipperachi was contracted for just one week).

Haha now that’s clever advertising! @Spotify claims no ads on Spotify Premium, but looks like @kfcarabia still managed to make their way in! @SpotifyArabia least it’s uninterrupted and finger lickin’ good at the same time! #advertisingthatworks #spotify #kfc pic.twitter.com/JcV6YRgOdp

— Ishana Tolani (@Ish_tolani) January 30, 2020

KFC is doing a rather good job of demonstrating that thinking younger audiences are hard to reach is lazy. Last September, Ogilvy Sydney and KFC created the KFC wedding service and promoted it in Harper’s Bazaar and Vogue. Last May, Sid lee Paris and KFC created a Bucket Bangers playlist on Spotify of hip-hop tracks on Spotify that reference KFC.