KFC (Spain)

Ask: Create a social initiative campaign that raises brand awareness in order to compete with other QSR chains in Spain.

The Situation: 70% of recent college graduates are overqualified for their jobs. This creates an interesting dynamic in which KFC can support their current employees by hiring new ones.

Target Audience: 22-30 year olds who have a college degree while working at KFC.

The Insight: While Spaniards tend to be very attached to their traditional dishes and it's difficult to get them to try something foreign to their cuisine like fried chicken, however, they do have a favorable view for brands that have a social initiative.

The Strategy: Help overqualified KFC employees find the careers they deserve by encouraging other companies to “steal our talent”.