KFC is the world’s second largest restaurant chain and one of the most recognizable food brands on the planet. Unfortunately, their product photos are also used by counterfeit restaurants who download low-quality images of KFC chicken from Google and use them to sell their chicken.
But instead of going after them directly, KFC decided to have some fun with these image-thieves. They partnered with agency TBWARAAD and launched a stock image website called ChickenStock where anyone could download high-resolution photos of delicious KFC chicken for free.
The fast food giant didn’t want their “finger lickin’ good” chicken to look unappetizing in pixelated, low-resolution images. The campaign tagline read, “Wanna steal our images? Fine, but do it properly, please.”
KFC then tracked down the IPs of the counterfeiters who downloaded the images, and with their locations at hand, they put up posters and billboards comparing the stolen photos with the originals. Check out the ads below.
Watch the campaign video
The website received over 256,000 unique visits and over 4000 images were downloaded. None of the counterfeiters were arrested. The brand reported a 24% increase in likeability.
All in all, KFC was able to make one thing clear – “You can steal our images, but you’ll never steal our taste.”
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