The battle of the chickens
Some insights are hiding in plain sight. Ours was a pun, a rapper, and a chicken sandwich. And somehow, it fried the competition.
From fried chicken GOAT
to freestyle GOAT.
In Mexico, the chicken sandwich market was getting crowded — and not just by the usual suspects. Brands with no real fried chicken expertise were jumping in, making noise and stealing market share. For the launch of the Kentucky Chicken Sandwich, we needed to send a clear message.
Making some crispy noise
So we didn't just launch a product. We started a battle. And we didn't do it alone — we built the campaign alongside Aczino, the greatest freestyle rapper of all time and multi-champion of La Batalla de los Gallos. He became the ambassador of the first-ever Batalla de los Pollos, delivering an original song and a music video that, quite literally, fried the competition.
Why did the chicken cross the counter?
The result? Thousands of Mexicans rapping at their nearest KFC counter for a 30% discount — but mostly for the laughs. Professional rappers joined organically, and brands across industries started replicating the challenge to promote everything from cars to real estate.
106 million TikTok views, 198K interactions, three days as a trending topic in Mexico, and KFC's most successful product launch to date.
