Three years ago, X user, Alberto (@pepe_pez07), a young man from Madrid made a clever social media suggestion. PS21 has organised a collaboration deal, giving Alberto €10,000, and turned the idea into one of the most successful campaigns of this year for KFC. The idea, a collaboration between KFC and Jumpers, a leading local snack brand, has broken sales and social media records.
The origin of the collaboration dates back to 2021, when Alberto posted on X the question: “Hey @KFC_Es and @Jumpersoficial, anything better?” along with a photo of himself wearing a Jumpers sweatshirt and KFC’s iconic chicken drumstick, “Eduardo,” covering his face.
The campaign, which was featured on X, Instagram, and TikTok, has attracted 40 million impressions. Additionally, interactions reached two million, consolidating KFC’s leadership in the digital space and strengthening its close relationship with its online community. This collaboration not only caught users’ attention but also sparked a genuine phenomenon on social media.
The campaign’s success also had an immediate impact on sales. During the launch weekend, KFC Spain experienced a 22% increase in total sales, making these new products the best-sellers in the chain’s history in Spain during their first week on the market. Moreover, the launch set a historic sales record on the KFC app, with a 75% sales increase during the launch week and an overwhelming 87% increase over the weekend. It also drove downloads of the KFC app.
On Sunday, October 6, the brand recorded a 227% increase in downloads compared to the usual daily average. Additionally, searches for KFC on Google skyrocketed, growing 91% compared to the 2024 average, highlighting the campaign’s widespread reach across all platforms.
The KFC-Jumpers fried chicken collaboration extended to a campaign that has not only entertained their followers but also led to innovative products like Jumpers-flavored cheese bites and a special edition of the La Sobrada burger with a sauce inspired by this snack.
“A good idea can come from anywhere. And for us, that tweet was an opportunity to show that we listen and take our community very seriously. So much so that they are the ones who shape the brand and its products,” stated Rubén Sánchez, creative director of PS21.
Beatriz Martínez, brand manager for KFC Spain and Portugal, added, “Actively listening to users is a fundamental part of our strategy, and this time it allowed us to create a fun collaboration that exceeded all our expectations in terms of impact and sales.”
The campaign, which will be active until December 31 in all KFC restaurants in Spain, has solidified KFC’s leadership on social media and in the digital space. According to the Epsilon Icarus Analytics panel, KFC continues to be the leading brand in interactions in Spain, representing 16% of total social media interactions, thanks to its Always in philosophy, which continues to connect with millions of followers.
@mario_baeza Respuesta a @monica.co ♬ sonido original – MARIO BAEZA
@calpe4cheatin 🍔 KFC x JUMPERS ⭐️ #kfc #jumpers #novedades ♬ Rock – Melodion
