KFC serves up an Italian-American focaccia mash-up

The campaign runs as a collaboration between KFC Italia and Brienza and is supported by paid social content and a street-style video based on the format used on his Instagram and TikTok channels.

KFC Italia has teamed up with DUDE: Milano to promote two sandwiches that replace the traditional burger bun with focaccia, using comedy and Italian-American cultural references to address the potential controversy around putting one of Italy's best-known breads on a fast-food sandwich.

The Focaccia all'Americana combines fried chicken, bacon and cheddar, while the Focaccia all'Italiana features fried chicken, tomato, mozzarella and pesto. DUDE: Milano positions both recipes as Italian-American creations, drawing parallels with dishes such as spaghetti and meatballs and chicken parmigiana.

KFC uses comedy to promote its focaccia sandwiches

The campaign centres on Fabrizio Brienza, a former model and actor who has worked on productions including Taken, Duplicity and The Adjustment Bureau. He also played Nico in Godfather of Harlem and works at a New York nightclub between acting projects.

KFC flew Brienza from New York to Milan for his first visit to Italy in seven years. He serves as the campaign's self-appointed Expert of Gusto Italo-Americano, tasting both focaccia sandwiches and delivering his verdict in a comedic film that combines polished production footage with smartphone clips he recorded himself.

Fabrizio Brienza fronts KFC Italia's focaccia campaign

The hero film uses a mockumentary format inspired by The Office, following Brienza from New York to Milan. He switches between Italian and English while leaning into Italian-American stereotypes and presenting the tasting as a serious culinary mission.

The film opens outside a KFC restaurant in Milan, where Brienza arrives in a pinstripe suit and sunglasses. It then moves between cinematic footage and vertical video from his journey, including scenes from his New York apartment, Manhattan and the flight to Italy. The campaign also features a call with his mother and Brienza's deliberation over the pesto before his final sign-off, "Go focaccia yourself!"

DUDE: Milano blends Italian and American food culture

In the video, Brienza walks past a KFC restaurant before revealing a What the Focaccia T-shirt.

The concept also extends to an Italian-American radio spot and in-store communications intended to bring elements of Little Italy into KFC restaurants. DUDE: Design created wrapping paper inspired by traditional Italian focaccia packaging, with separate graphic identities for the two recipes drawing on Italian and American visual culture.

Marzia Farè, CMO, KFC Italia: "With The Focaccia, we wanted to tell the story of the encounter between Italy and the United States without taking ourselves too seriously, using these very cultural influences as a distinctive element of the communication. Fabrizio Brienza felt like the natural choice to bring this story to life: he is not simply the face of the campaign, but embodies its very concept, allowing us to engage with audiences through an authentic social-first language."

Campaign promotes KFC's Italian-American recipes

Luca Riva, Executive Creative Director of DUDE: Milano: "With this campaign, we’re bringing to life every Italian-American’s ultimate dream: making their way back home to the beloved “Bel Paese”. At the same time, The Focaccia lets Italians tap straight into the world of American street-food culture, reimagined the Italian way. And the KFC x Brienza collab? It’s a lot like focaccia and fried chicken: totally unexpected, yet somehow a perfect match"

The Focaccia all'Americana and Focaccia all'Italiana are available at KFC restaurants across Italy while stocks last.

www.kfc.it

www.dude.it

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