KFC - Rum Shack (KFC X Dead Man’s Fingers)

In 2023, KFC collaborated with Dead Man’s Fingers to create the very first KFC-inspired spirit – the 11 Herbed and Spiced Rum. 

Both KFC and Dead Man’s Fingers (the ‘rebel’s in rum’) share an inherent rebellious spirit and so we looked to channel this attitude, ‘hacking’ an everyday or ubiquitous scenario to deliver a unique experience.

The core premise was to create a spin on a ‘Rum Shack’ - a venue associated with the traditional codes of rum.

Leaning into iconic beach-based rum shack architecture and materials, we subverted the expected, drawing on cues of sound system culture to create a venue that embodied the ‘mash up’ nature of the collab; Kentucky Zing meets Cornish Soul. 

Nodding to Dead Man’s Fingers coastal origins, and to create a dramatic backdrop to the consumer experience, Margate was chosen as the location for the duo’s own ‘Chicken & Rum Shack’. 

Taking over a 35 person capacity space on the Harbour Arm in Margate, the venue opened for two days (1-2 Sept). The experience was announced via both brand’s social channels and through a PR push on National Rum Day. Geo-located paid social put it on the radar of local residents too. 

Guests were offered a menu of (free) ‘Finger Liquor' cocktails, handcrafted by a team of on-site Mixologists; a hero serve with Pepsi, a Zinger Punch, The Colonels Colada, Cornish Beach Tea and Finger Lickin’ Good. 

Referencing the brand’s secret blend of herbs and spices, at 11 minutes past the hour, every hour, there was a delivery of fresh KFC chicken, as well its signature vegan burgers, the perfect accompaniment to the KFC X DMF rum serves. A custom ‘on-air’ style lightbox was brightly illuminated to signify when there was ‘Chicken in the House’ added some drama to these surprise delivery moments. 

The high impact space boasted an epic outdoor seating area with views across the waterfront, one of the most enviable locations in the city.

The activation exceeded the KPIs set (earned editorial and social coverage), generating a wealth of National and Regional coverage and a total reach of 1.2BN and fuelling sales of the rum (the first batch of which sold out in under 24 hours).