The new KFC on the Spanish island of Majorca is located in the Polígono de Son Malferit, a commercial area popularly known as “where IKEA is”. The new chicken spot is just a few metres from the Swedish furniture store. Agency, PS21, is making sure that Marjorcans know how to find it.

The giant billboard on the island bearing Ikea’s typography and colours stands on the road that goes from the capital of the island to Manacor, birthplace of tennis player Rafa Nadal. It was also turned into a Twitter post by KFC on Thursday, July 29. Ikea did what the agency hoped. It responded with a nod to Ikea’s HUVUDROLL (vegetable protein meatballs) with, “Thank you KFC for telling people where the #ChickenChicken is: on our HUVUDROLL meatballs.” The #PolloPollo claim is part of the strategy that KFC has been following in Spain for years. On the Spanish peninsula when something is very good, it is emphasised by being said twice. The interaction between KFC and IKEA has already reached more than 1 million impressions and 6,000 interactions.

Gracias, @KFC_ES, por indicar a la gente dónde está el #PolloPollo: en nuestras albóndigas HUVUDROLL.😉 pic.twitter.com/9wIisE5Vcn

— IKEA España (@IKEASpain) July 29, 2021

PS21’s billboard will be visible until September, supported in social networks and display. “The opening of the new restaurant is an opportunity to get closer to the inhabitants of this region,” noted Beatriz Martinez, KFC brand manager. “That’s why we try to find local insights that allow us to be part of their everyday life.”