Campaign for self-identity

KFC Germany is launching its new product, Bucket for One with a complex campaign that builds on Generation Z’s desire to be independent and unlike anybody else.

This article is available for reading in Trade magazin 2025/10.

The campaign uses pop culture elements such as German rap and community storytelling, and its central figure is rapper Calli. The campaign runs on outdoor, digital, radio, Spotify and social media platforms, with the objective of creating an experience in which young customers can find their own identity.