KFC: Werewolf

KFC Costa Rica and Havas Costa Rica celebrate Halloween making the bones in their wings a part of people’s costumes.
Bones, skulls and skeletons are universal Halloween symbols. And in KFC too.
This year, we found a creative way to merge Halloween’s spirit with one of KFC’s most iconic products: their wings.

Under the concept “Complete your costume with KFC Wings Friday”, the campaign takes the most caracteristic element of the product, the bone, and transforms it into a part of the Halloween imaginary; inviting people to visit our restaurants in their costumes. The idea lives in a variety of print ads that celebrate the authenticity and flavor that only KFC can add to the season.
“We wanted to take advantage of a unique coincidence: this year Halloween is on a Friday. As well as our most expected promotion. And making it in a way that feels so on brand, funny and with that hint to the culture, connects with our fans”, comments Carlos Álvarez, Chief Marketing Officer for KFC Costa Rica.

With this campaign the brand and the agency strengthen their approach on contextual creativity, transforming a simple promotion into an experience that uses cultural conversation in their favor.