Every brand has its haters. When you’re brave enough to have fun with them, you make people stop, look and like you. You might even turn those haters around.

So KFC agency, PS21, has given a new slant to Google reviews (which are decisive when it comes to choosing a restaurant) covering the streets with real reviews coming from users who rated KFC chicken with one single star. The campaign offers them A lot for very little. The haters gave KFC very little and KFC is giving them a lot of chicken – a group of nine products for between 1 and 3 euros each – in return. KFC has also launched a call-out through social networks under the hashtag, #AlotForVeryLittle, to discover the identity of these haters to win them over with its new snacks range.

The campaign is built on confidence. It launches at a time when online sales growth has skyrocketed as a result of the lockdown. The chicken brand has doubled its delivery orders during the last six months.

Pablo Calavia, senior communication marketing manager of KFC Iberia, noted, “We are aware of the power of reviews in consumer decision-making. For this reason, we have worked on this initiative focused on digital media in order to follow our strategy in which consumers are the protagonists.

“The objective of this campaign is to value the experience around KFC and, at the same time, communicate the new snacks with an original concept focused on disgruntled customers.”