KFC is the world’s second largest restaurant chain and is one of the most recognizable food brands in the world. Well, for everyone to know—their product photos are also used by counterfeit restaurants who download low-quality images of KFC chicken and use them to sell their chicken.
As a cool company, they didn’t go after them. Instead, they launched a stock image website called “ChickenStock” where anyone could download high-resolution photos of delicious KFC chicken for free.
Of course, this went viral as they made it their campaign for everyone else to see.
Who would want their finger lickin’ good chicken to look unappetizing and pixelated? Such a big no.
The campaign tagline was, “Wanna steal our images? Fine, but do it properly, please.”
These ads are hella crazy and super creative at the same time. The website received over 256,000 unique visits and over 4000 images were downloaded. But of course, none of the counterfeiters were arrested. In fact, the brand reported a 24% increase in sales and likeability.
This fast food giant KFC made one thing clear: “You can steal our images, but you’ll never steal our taste.”
And that’s how winning the ad was.
Watch the campaign video here.
