Description
What started as a clever social media suggestion has turned into one of the most successful campaigns of the year for KFC and the iconic local snack brand, Jumpers. Three years ago, Alberto (@pepe_pez07), a young man from Madrid, posted on X with an idea for a collaboration between the two brands, which, thanks to the creative work of PS21, has now come to life. The young man who authored the post has been awarded €10,000.
The campaign, which was featured on X, Instagram, and TikTok, garnered 40 million impressions. Additionally, interactions reached two million, consolidating KFC's leadership in the digital space and strengthening its close relationship with its online community. This collaboration not only caught users' attention but also sparked a genuine phenomenon on social media.
The campaign's success also had an immediate impact on sales. During the launch weekend, KFC Spain experienced a 22% increase in total sales, making these new products the best-sellers in the chain's history in Spain during their first week on the market. Moreover, the launch set a historic sales record on the KFC app, with a 75% sales increase during the launch week and an overwhelming 87% increase over the weekend.
Also drove downloads of the KFC app. On Sunday, October 6, the brand recorded a 227% increase in downloads compared to the usual daily average. Additionally, searches for KFC on Google skyrocketed, growing 91% compared to the 2024 average, highlighting the campaign's widespread reach across all platforms.
The origin of this collaboration dates back to 2021, when Alberto posted on X the question: "Hey @KFC_Es and @Jumpersoficial, anything better?" along with a photo of himself wearing a Jumpers sweatshirt and KFC's iconic chicken drumstick, "Eduardo," covering his face. Three years later, the fried chicken chain and the snack brand not only responded to the idea but also joined forces to bring it to life through a campaign that has not only entertained their followers but also led to innovative products like Jumpers-flavored cheese bites and a special edition of the La Sobrada burger with a sauce inspired by this snack.
"A good idea can come from anywhere. And for us, that tweet was an opportunity to show that we listen and take our community very seriously. So much so that they are the ones who shape the brand and its products," said Rubén Sánchez, Creative Director of PS21.
Beatriz Martínez, Brand Manager for KFC Spain and Portugal, added: "Actively listening to users is a fundamental part of our strategy, and this time it allowed us to create a fun collaboration that exceeded all our expectations in terms of impact and sales."
The campaign, which will be active until December 31 in all KFC restaurants in Spain, has solidified KFC's leadership on social media and in the digital space. According to the Epsilon Icarus Analytics panel, KFC continues to be the leading brand in interactions in Spain, representing 16% of total social media interactions, thanks to its ‘Always in’ philosophy, which continues to connect with millions of followers.
This professional campaign titled 'Jumpers' was published in Spain in October, 2024. It was created for the brand: KFC Spain, by ad agency: PS21. This Experiential and Integrated media campaign is related to the Food industry and contains 2 media assets. It was submitted 2 months ago.
