KFC Turned Chicken on a Subway Map into an Ad

Millions of commuters in Bucharest see the same subway map every day. Little did they know, they were also staring at a piece of chicken - that is, until KFC opened their eyes.  

The restaurant chain and McCann Worldgroup Romania had the revelation that one of the lines on the Bucharest Metro going through downtown is shaped exactly like a drumstick, so they reimagined the track as the “KFC  Line,” inviting customers to travel every stop on the circuit for a free bucket of chicken.  

To launch the campaign, KFC partnered with Metrorex, the Romanian company that runs the Bucharest Metro. Strategically placed OOH invited consumers to scan the Metro map with their phones and after completing all 16 stops on the 'KFC Line,' they could claim their free bucket at any Bucharest KFC restaurant (conveniently, there are several KFC restaurants near most of the exits on the line for them to redeem the products.) 

So far, results of the campaign prove craving for KFC is a very strong feeling, with rates of redemption at one bucket per minute for several days.  

“KFC is not just about real chicken, but also about real experiences – we spice up our campaigns with an unexpected creativity flavour that surprises clients. This time, the wow element comes from commuters’ daily routine and, by reinforcing the association with the brand, we secured a top-of-mind spot in popular culture.” declared Monica Eftimie, CMO Sphera Franchise Group. 

“We were blessed with, as we call it, ‘a crispy revelation,’” said Ioana Zamfir, ECD of MRM Romania. “The Bucharest subway is so highly trafficked, and to find a chicken drumstick in the middle of the subway map was an opportunity we couldn’t ignore. We turned it into a permanent out of home ad for KFC.”  

“Once you KFC it, you can’t unsee it,” said Catalin Dobre, CCO and co-CEO of McCann Worldgroup Romania. “This campaign is a reminder that, at every subway stop, KFC deliciousness is just a few steps away.”