KFC Spain campaign turns totems into kebabs

KFC has launched a campaign in Spain to introduce its entry into the kebab category, using its restaurant signage as the central creative platform. Developed by PS21, the initiative transforms the brand’s totems into large-scale kebab rotisseries.

The out-of-home activation reimagines KFC’s iconic structures to highlight the addition of fried chicken kebabs to its menu, creating a visual link between the brand’s signage and traditional döner preparation.

Engineering-led activation drives visibility

As part of the campaign, several KFC locations across Spain have been adapted with installations designed to resemble rotating kebab spits. Each structure stands 12 metres tall and weighs approximately 1,200 kilograms, built from iron and coated to replicate the appearance of the brand’s breaded chicken.

The installations include a rotating mechanism that mirrors a traditional rotisserie, designed to attract attention and encourage in-store visits.

Multichannel rollout supports launch

The activation is supported by an audiovisual campaign produced by Oriental Films, featuring a 20-second hero spot alongside shorter versions. The campaign runs across television, digital, cinema and outdoor channels.

Media planning by Arena Media extends the concept into additional out-of-home formats, including urban columns and digital placements in nightlife areas, reinforcing visibility and reach.

Menu expansion aligns with campaign

The campaign also introduces a limited-edition menu featuring kebab, dürüm, falafel and fries with kebab sauce. The packaging and visual identity draw on familiar cues from local kebab outlets, supporting immediate recognition among consumers.

The products are available for a limited time across KFC restaurants in Spain, as well as through the brand’s digital platforms.

www.kfc.es

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