KFC’s chips have not been popular. “Harder than a rock,” “like chewing on a shoe sole,”, “colder than Antarctica” or ‘looked like a shoe sole’ are just some of the comments spread across social media. PS21 convinced KFC that self-disparagement was the way out of the problem – added to a revamped chip recipe and and a giveaway of 17 tonnes of free chips.
In the first phase of the campaign, launched in mid-January, KFC sent an email to every registered app user with an official apology and a compensation offer – the exact amount of chips they had historically ordered via the app, but this time with the new recipe – natural cut, crispy texture, and seasoned with herbs and spices such as pepper, paprika, thyme, bay leaf, rosemary, and oregano. Users took to social media to share photos of themselves collecting their orders with shopping trolleys, furniture, and even inflatable pools.
The second phase of the campaign took place on Friday, January 24, with the giveaway of 17 tonnes of free chips across all KFC restaurants in Spain. Users accessed the KFC app and entered the promotional code, nuevaspatatas, to claim their free portion.. The harshest social media comments about KFC’s chips were printed on vinyl and displayed at Príncipe Pío station in Madrid, bringing the conversation into the heart of the public space. The initiative showed how the brand can laugh at itself while building an honest and genuine connection with its audience.
The KFC Fries Compensation campaign has been running in OOH formats such as vinyl displays, billboards, bus shelters, and posters, along with in-restaurant materials to reinforce the message at the point of sale. The campaign also includes digital activations on social media and web banners, personalised actions via the KFC app, and high-profile media placements, including screens at Santiago Bernabéu Stadium and radio broadcasts – all planned and booked by media agency, Arena.
During the campaign, KFC app orders hit record levels, with +233 daily active users, +84 average positive rating, and 20 times more daily orders than usual.
