2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

KFC is D-E-LI-CIOUS, fun and super casual. For decades, we have celebrated how cool eating with your hands is, but in 2020, ‘Finger licking good’ was not ‘good’ anymore. So, by utilizing a special ink-resistant tissue paper that’s strong enough to wipe away grease but thin enough to print on; we gave a second usage to all the paper inside our restaurants, inviting everyone to eat safely the way they love: with their hands. We create a brand activation where we “NAPKINIZED”: Menus, placemats, food bags, posters, flyers… even the cashier receipt, followed by our most famous icon: the bucket.

Cultural / Context information for the jury

For decades, we have celebrated how cool eating with your hands is, but in 2020, in a Covid-19 world, ‘Finger licking good’ was not ‘good’ anymore. However, we knew KFC lovers wouldn't stop eating, so we decided to innovate a new way to deliver the chicken they crave, in the smartest and cleanest way possible, by turning our instore touchpoints into napkins: placemats, food bags, flyers, and receipts, proving that all you really need to fully enjoy our chicken is your fingers and a craving for chicken.