ChickenStock.
Restaurants across the region kept stealing KFC's food photos, so KFC opened a free stock-photo site of them, and used the downloads to find the copiers and put posters near them.
- Brand
- KFC Arabia
- Agency
- TBWA\RAAD
- Market
- MENA
- Region
- MENA
- Year
- 2022
The challenge
'From the largest cities to the smallest villages across the MENA region, restaurants, corner shops and cafeterias share a very familiar set of photos: KFC’s fried chicken, Zingers, Twisters', and the photos were being 'copied in low resolution, stretched, inverted, distorted, even pixelated beyond recognition' (TBWA\RAAD).
The idea
KFC Chicken Stock was 'an image database filled with delicious drool-worthy chicken for anyone to use by downloading high-resolution KFC photos in all their glory, absolutely free', under the line 'Wanna steal our images? Fine, but do it properly, please.' Downloading the photos gave away the copiers' locations, so KFC put up posters nearby that paired a 'stolen image' with the 'original image' (Digital Synopsis), making the point, in the entry's words, that 'while our images are easy to steal, our taste isn’t'.
Results
- More than 500 images made free to download and more than 4,378 downloads across the region, by more than 100 small restaurants, cafeterias and corner shops, according to TBWA\RAAD's Dubai Lynx entry
- 256,400 unique visitors to the site, by the agency's figures
- KFC seen as more modern (+37%) and more likeable (+24%) in an online community survey, according to the entry
Case study source: TBWA\RAAD Source ↗
Awards
- Athar Festival Awards 2024Best Transformation CampaignWinner
- Cannes Lions 2022Direct – A08 CONSUMER SERVICES / BUSINESS TO BUSINESSSilver
- Dubai Lynx 2022: Silver, Digital (Travel, Leisure, Retail, Restaurants & Fast Food Chains); Silver, Creative Strategy (Brave Brands); Bronze, Digital (Integrated Campaign Led by Digital); Bronze, Media (Travel, Leisure, Retail, Restaurants & Fast Food Chains)
Credits
- Media
- Hearts & Science
- Audio production
- Sonido Antro
