Hill + Knowlton Strategies Athens was assigned by KFC in the summer of 2012 to create and produce a viral video campaign that would communicate the youthful brand essence and the Greek origin of the chicken for the brand.

Hill + Knowlton Strategies Athens identified the famous chef Akis Petretzikis as the key ambassador to showcase the youthfulness and playfulness of KFC.

The collaboration with the chef included a series of two viral videos in which we see Akis’s adventures to “fill up” a KFC Bucket. The videos have a humorous yet adventurous tone which speaks directly to the mentality of the younger audience.

In the context of seeding this campaign online and offline, Hill + Knowlton Strategies Athens implemented and supervised a holistic communications campaign, which included the following:

a) Paid Media (Google SEM campaign)

b) Digital Communications (Community Management of the KFC Facebook and YouTube pages)

c) Assets Creation

d) Media Relations

The campaign up to the moment has been quite impactful, resulting to date in more than 30,000 unique views.