KFC not only differentiates itself from competitors but also, by transforming a simple outdoor advertising medium, creates a memorable and relatable brand experience. After all, life—and chicken—is better when it’s perfectly imperfect.

In France, how people perceive the quality of food plays a crucial role in their choices, even for fast-food restaurants.

Unfortunately, when it comes to KFC, its reputation for quality unjustly falls behind that of competitors like McDonald’s, mostly for top of mind reasons. With only 1/3rd of Mc Donald’s media budget, KFC needs to find out-of-the-box ideas to stand out and deliver its messages.

While McDonald’s nuggets conform to a standardized shape, KFC’s Tenders embrace their individuality. These handcrafted pieces symbolize the care and attention that go into every KFC meal, making them more than just food and much more than fast food.

The idea behind this campaign lies in enhancing the uniqueness of each KFC tender, by using a standardized media space, OOH, to create a visual rupture: if our tenders are not standard, they cannot be advertised in a standard way. If they are unique, each of them deserves a unique billboard. So we built 113 unique billboards for 113 unique tenders.

Billboard Shapes: Collaborating with local craftspeople, we created billboards that defied convention, away from their usual rectangle shape that consumers are so used to. Each of the 113 billboards has a one-of-a-kind shape, just like KFC’s Tenders. No two billboards are alike, emphasizing the individuality of the product and capturing attention.

Visuals: The billboards feature playful, imperfect, unique shapes—resembling Tenders that have been lovingly hand-breaded. Some might resemble a Tenders’ silhouette, while others could be abstract and whimsical.

Tagline: « Perfectly Imperfect » celebrates the unique beauty of KFC’s Tenders.

Placement: We strategically placed these billboards in Paris and 8 main French cities, where KFC’s presence is the highest, to ensure that customers could connect the campaign with their dining experience.