The concept: Coming together and sharing – for charity. The back of every bucket features a QR code. Upon scanning the code, the customer is taken to a website where the code is registered and a meal is donated to a homeless shelter. Concept is meant to encourage sales and gives a new meaning to sharing and eating together.
The visuals: Wide range of characters illustrated alongside Colonel Sanders to communicate and reflect the diversity amongst KFC’s customers.
Copy on bucket: - Come together - ‘Don’t break the chain’ to be used on the back to encourage interaction with the QR-code.