KFC Spain has officially announced its entry into the kebab category, marking a significant diversification of its traditional fried chicken offering. The launch is supported by a high-impact physical marketing campaign developed by PS21, which repurposes the brand's iconic restaurant signage into large-scale kebab rotisseries. This strategic move aims to bridge the gap between KFC’s core chicken products and the popular Mediterranean street food format.
Engineering and physical installations
The centrepiece of the launch strategy involves a specialised engineering project that has transformed several of KFC’s high-grossing locations in Spain. The brand has installed 12-meter-tall, 1,200-kilogram rotating structures on top of existing restaurant totems.
Constructed from iron and coated in polyurethane foam, these installations are designed to replicate the texture of the brand's signature breaded chicken while mimicking the appearance of a traditional meat skewer. The structures utilise custom-designed bearings to allow for continuous rotation, serving as a primary visual driver for foot traffic and brand awareness.
Multichannel media and production strategy
To amplify the physical installations, KFC has deployed a comprehensive audiovisual campaign produced by Oriental Films. The media mix includes 20-second, 10-second, and 6-second spots distributed across television, digital platforms, cinema, and outdoor channels.
The creative execution emphasises the scale of the campaign by featuring a worker positioned atop the 12-meter rotisserie to announce the product launch. The media strategy, managed by Arena Media, focuses on high-impact out-of-home (OOH) formats, including modified urban columns and digital circuits in high-traffic nightlife districts to capture diverse consumption occasions.
Menu details and visual identity
The new product line is a limited-edition menu that includes a traditional kebab, dürüm, and falafel, alongside fries served with kebab sauce. To ensure immediate consumer recognition, KFC has adopted a visual identity for the range that draws from the established design codes of neighbourhood kebab shops.
The products are currently available at KFC locations throughout Spain, as well as via the brand’s digital ordering platforms. This launch represents a tactical effort to capture a larger share of the quick-service restaurant (QSR) market by integrating a globally recognised culinary phenomenon into the KFC ecosystem.
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