KFC is one of the most recognizable brands in the world. The challenge was keeping it culturally relevant in a crowded, competitive category where attention is hard to earn and easy to lose.

Across product launches, partnerships, and stunts, I led earned-first creative built to start conversations rather than run ads. The work had to earn its way into culture, not buy its way in. The body of work included the KFC Firelog, Chicken & Donuts, KFC x Cheetos, and the Chicken Sandwich launch, each tackling the business problem differently, all aimed at making something people wanted to talk about.

The clearest example was the KFC Firelog, a fried-chicken-scented fireplace log that started as a novelty stunt and grew into an annual holiday tradition. For its third year, it expanded from an online-only drop to Walmart shelves nationwide and went international through Canadian Tire, giving the media a fresh reason to cover a returning product. It earned the kind of attention paid media rarely buys, and it kept KFC in the cultural conversation while supporting the brand's bigger business goals.

Outcomes

KFC Firelogs
Sold out fast, year over year.
Generated more than 1.3B earned impressions across 1,100+ placements.
Earned 93% positive sentiment across social.
Drew coverage from CBS This Morning, TODAY, People, and Fox Business.
Grew from an online-only drop into a Walmart retail launch and went international through Canadian Tire.
Became an annual fan-favorite holiday tradition.