Havas Paris leads KFC Minions campaign

The campaign centres on a collection of five Minions-themed mini figures inspired by the Hippers collectibles range

Havas Paris has developed and led a pan-European campaign for KFC to mark the theatrical release of Minions & Monsters, rolling out across 21 European markets in collaboration with NBCUniversal and Illumination.

Created with KFC France and developed in partnership with Busterwood, the integrated campaign extends the film beyond cinemas through digital, social media, influencer marketing, out-of-home advertising and in-restaurant activations.

Campaign spans multiple consumer touchpoints

The campaign centres on a collection of five Minions-themed mini figures inspired by the Hippers collectibles range. Available through blind bags, the figures combine characters from Minions & Monsters with KFC's signature buckets. A limited-edition mystery figure has also been introduced as part of the collection.

Alongside the collectibles, the campaign includes a range of themed menu items and packaging inspired by the film franchise. Products include a banana dipping sauce for chicken tenders, a Minions-themed burger available in selected markets, a banana dessert, a banana-flavoured lemonade and branded packaging.

The menu launched in many European KFC markets from 17 June, with France following on 24 June to coincide with the film's theatrical release.

Social media drives campaign activation

Music also plays a central role in the campaign, which features Chicken Banana by Crazy Music Channel. The track, which has accumulated more than 250 million YouTube views, is used across cinema, television, digital, social media, out-of-home advertising and in-store activations. Music rights were secured with support from Prose On Pixels.

Margaux Wanin, Head of Brand, KFC France: "The Minions are one of those rare franchises capable of bringing multiple generations together around a shared imagination. This collaboration gave us the opportunity to explore new territories in product innovation and to enrich the consumer experience through an exclusive premium collection, a true meeting point between both worlds. A proposition that is entertaining, generous and unmistakably KFC, designed to resonate across all our European markets."

Havas Paris connects two established brands

Havas Paris said the campaign was designed to combine the humour and visual identity shared by the Minions franchise and KFC, creating a connected experience across physical and digital channels.

Ludovic Miège, Creative Director, Havas Paris: "The worlds of Minions and KFC naturally overlap through their shared codes, humour and playful energy. We designed the campaign as a playground where every element connects, from the product innovations to the collectible mini figures."

www.kfc.fr

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