KFC trendflips the fastood narrative
KFC’s always been about their iconic food: their finger-lickin’ good chicken, their Zinger, their Krushers, their Twister. But on social, KFC shifted their focus to something more iconic: their fans.
Fastfood brands in the Philippines often tend to stick to a sentimental, nostalgic narrative and family meal moments – but KFC decided to rebel against the mold. KFC flipped the script with Now-stalgia: unapologetic, crave-first culture, remixing comfort food with real vibes, raw feels, and pop culture energy to make it all about their consumers – and empower their unfiltered selves.
REBELLION
shaped by the multi-faceted youth experience
The #GustoKoLang Movement
The new-gen Filipinos are all about living real. They’re the generation that shares so much of themselves, their cravings, and their feelings online. They’re all about having the freedom to just be: doing it all, trying it all, even eating it all – no apologies, no explanations.
Through KFC’s #GustoKoLang Movement, the brand goes with the customer’s vibe, whether you like to flood your plate with gravy or to stack up the sides. Gusto ko lang translates to “I want it” or “I just want to” – and dahil gusto mo ‘yan or because you want it, KFC’s here to empower your real, unfiltered self.
Through a series of social activities, from social hijacking and real conversations, KFC has kickstarted a movement that recognizes and expresses the real you – all the bops and even flops of you enjoying KFC.
Empowering real emotions &
face-to-face encounters and connections
From more timely and on-trend social content to online events where they can interact with fellow fans, KFC’s socials have now become a brave, engaging platform for its consumers to say #GustoKoLang – and follow through on it.
Now-stalgia
From cheesy nostalgia championed by other fastfood brands, to fearless crave culture owned by KFC – reflecting the youth’s voice, wants, and new-gen “I want it, I got it” attitude
Clout-Hacking
From typical food ads with stylized shots, to products embedded in Filipino youth culture & trends
Raw Crew Culture
From creator-led content, to crew-powered movement – highlighting the joys and authentic selves of the KFC crew behind the scenes
RISE (Tangible Brand Impact)
brought by Real Brand Love
Immediate affinity leap upon agency takeover!
KFC’s uprising went beyond campaigns. It hacked into culture at every level with its social-1st strategy – from employee activation, to live storytelling for product and ambassador launches, to community & connection via UGC and seeding.
SOCIAL-1ST
STRATEGY
EMPLOYEE ACTIVATION
empowered crew & engagements
LIVE STORYTELLING
for product & ambassador launches
COMMUNITY CONNECTIONS
via seeding, UGC, & responses
Our YAS method didn’t just refresh KFC’s voice – it rewired it into a pop-culture utility, embedding the brand in youth conversations every day.
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