KFC Spain has introduced a new burger, La Infame. It replaces bread with fried chicken. The company is rather thrilled with its invention. It believes that it is so irresistible that even its competitors won’t be able to resist it. KFC has therefore invited every one of its competitors’ employees – from Burger King, McDonald’s, Domino’s etc – to visit KFC’s back doors on February 27 to receive La Infame for free.

The idea comes from agency, PS21. The campaign is called Backdoors. And to present the idea, PS21 has created a film in which the popular Colonel Sanders is about to take a bite in the centre of the table, surrounded by some of their competitor’s employees. The picture evokes The Last Supper and while the action is taking place, a cover of Vámonos, the well-known “star crossed lovers” song popularised by the Mexican artist, Chavela Vargas, sets the mood.

Watch the film to find out how irresistible the new burger is:

In addition, KFC has activated the phone number, 900 711 117, so that competitors’ employees can prove which company they work for anonymously. Once their employee status is proven, people will be able to find out more details through the website. www.kfc.es/competenciainfame. The event will take place in eleven Spanish cities – Madrid, Barcelona, Bilbao, Valencia, Sevilla, Málaga, Murcia, Alicante, Zaragoza, Santa Cruz de Tenerife and Castellón.

“KFC always expressed that everyone should be able to try their products. So, extending an invitation to our competitor’s colleagues, is a way to communicate that thought while we have a good time,” stated Yerai Gómez, creative director of PS21 for KFC Spain.