KFC Italy taps kebab loyalty for Krispy launch

KFC has introduced the Krispy Kebab in Italy, supported by a campaign that explores the cultural attachment many consumers have to their preferred street food vendors.

Developed by DUDE Milan, the campaign uses humour to position the product as an alternative rather than a replacement to traditional kebabs.

The Krispy Kebab combines the familiar format of a kebab with KFC’s fried chicken. The launch targets a market where street food loyalty is deeply ingrained, particularly among younger consumers.

Exploring loyalty through humour

The campaign, titled Kebab Betrayal, centres on the emotional bond between customers and their regular kebab vendors. A hero film depicts a consumer ordering the new product in a KFC restaurant, only to be confronted by the imagined presence of his usual vendor, creating a humorous internal conflict.

By focusing on this moment of hesitation, the campaign highlights how trying a different option can feel like breaking an unspoken loyalty.

A multi-channel rollout across Italy

The campaign runs across social media, connected TV, and out-of-home placements nationwide. Messaging reinforces the idea that the Krispy Kebab offers a distinct take on a familiar format, rather than competing directly with traditional street food.

Outdoor executions feature the line Proprio un altro kebab (“A different kind of kebab”), underlining the product’s positioning as a complementary option.

Balancing familiarity and brand identity

Marzia Farè, CMO, KFC Italy: "With Krispy Kebab, we wanted to take on one of the most iconic and widespread street foods, reinterpreting it through what makes KFC instantly recognizable: our crispy fried chicken. The idea was to take a format that feels very familiar to the audience and transform it into something new, while preserving the immediacy and conviviality that are typical of kebab. The result is a product that brings together different food cultures, while staying true to the brand’s DNA."

Luca Riva, Creative Director, DUDE Milan: "Within our team, very much in line with the habits of many Italians, everyone has their own trusted kebab spot and wouldn’t dream of betraying it for another."

David Labo, Creative Director, DUDE Milan: "The creative idea stems from this insight, while also recognizing that the Krispy Kebab is so different from the classic version that it gives everyone permission to try it at least once, without feeling too guilty."

Positioning a global brand in a local context

The campaign reflects a broader strategy to align global brand offerings with local cultural nuances. By acknowledging existing habits and loyalties, KFC aims to introduce the product in a way that resonates with Italian consumers while maintaining its core brand identity.

www.kfc.it

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