X-rays and Fried Chicken: Recipe for Authenticity Marketing

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In 2018, KFC Spain faced a challenge familiar to many in the QSR industry: scepticism about the quality of fast food.

Spanish consumers had growing concerns about the authenticity of the food they were consuming, especially in the fast food sector. Two major insights stood out:

1. Chicken myths: Many believed that fast-food chicken wasn’t "real" chicken. Competitors' offerings had led to this perception, affecting KFC’s reputation.

2. Distrust in advertising: People no longer trusted food ads. Most thought images of food in ads were highly edited and didn’t reflect the actual product.

KFC knew that to regain trust, it had to show and not just tell the customers that its chicken was 100% real.

But they didn’t stop at simply stating it. They went deeper by scientifically proving their product’s authenticity.

KFC teamed up with specialists to take X-rays of their fried chicken. Yes, you heard that right- X-rays!

They used diagnostic tests to show that their chicken was as real on the inside as it was on the outside.

The radiographs revealed the bones, proving it wasn’t some processed meat blend but genuine chicken.

KFC didn’t rely on traditional product shots or videos. Instead, they turned these X-rays into powerful communication pieces.

They displayed them on billboards, using lightboxes to illuminate the X-rays, making it impossible to miss.

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