KFC and Fiesta have teamed to launch a special edition of the classic Fresquito lollipop shaped like a chicken drumstick and and coated with a tangy, crunchy powder that evokes KFC’s signature fried chicken breading and packaging inspired by Colonel Sanders’ face. Guess who the target audience is? Yes, kids.

So PS21 let kids add their own style of creativity to the design of the advertising. The centrepiece of the campaign is a Babaria-branded billboard located in Madrid’s Avenida de América station, that appeared unexpectedly on Monday, May 5, covered in crayon and marker drawings made by children.

The campaign will roll out across various physical touchpoints, including the station itself and vinyl-wrapped cars throughout the city.

“The KFC Fresquito is made especially for kids. But kids don’t care about brand books, logos, or final artworks. They care about having fun, making a mess, and drawing where they’re not supposed to. They have their own way of communicating – and this is it. A campaign made by kids, for kids,” stated Ana Pintané, senior creative copywriter at PS21.

The lollipop is the second collaboration between KFC and Fiesta, following the release of a Kojak-flavored ice cream in the northern hemisphere summer of 2024.

The project’s emotional storytelling turns a simple product launch into a culture phenomenon. Media planning was handled by Arena.