KFC’s Kentucky Fried chicken is famous. And popular. So much so that it has been a source of inspiration for restaurants around the world. Its style and aesthetics have been replicated, with varying degrees of success, in the most unlikely corners of the continent. This insight became the foundation of a new creative campaign by PS21 for the chain. It turns the brand’s imitators into “ambassadors” to promote its authenticity.

The campaign uses images of restaurants and different representations of its product and famous bucket, inspired by KFC’s aesthetics and iconicity, to assert the superiority of Colonel Sanders’ unmistakable recipe. The Kentucky Style campaign features a sequence of locations, products, and points of sale that share similar iconography to KFC’s, demonstrating that it is a benchmark and connecting with consumers. The slogan, Kentucky-style everywhere, Kentucky Fried Chicken, just here, reinforcing the idea.

“When you have a good product, you get imitated. When you have a superior product and you are an iconic brand, you create a style of your own that becomes universal. That’s what this campaign is all about. More than just talking about KFC, it’s about celebrating being an inspiration to others. A campaign with all the Kentucky Fried Chicken flair,” stated Victor Blanco, executive creative director of PS21.

“We are proud that our recipe has transcended to become a universal style of cooking fried chicken, and we claim the fact that many are inspired by it to create their own businesses and recipes,” said Beatriz Martinez Villar, brand manager for KFC Spain and Portugal.

The campaign was filmed in Madrid and produced by Canada, includes 35-, 20- and 10- commercials that will run on TV on Spain, digital platforms and points of sale.