KFC Spain X-Rayed its Chicken to Prove its Authenticity

Reality has become so altered, that it’s impossible to find any ads featuring food photography that hasn’t been edited adding textures, retouched colors, shot from the perfect angle. In the middle of this madness, KFC is so proud of it is product that we decided to show that authentic quality doesn’t need any filters. 

A couple of months ago, PS21 took its client’s product to an x-ray session to show that its seasoning is as authentic as the chicken inside, following the Kentucky brand commitment with naturalness. 

The campaign was launched in Madrid for the International Fried Chicken Day, celebrated 6th July. The resulting images were placed in strategically placed OOH locations in the city center. This action was recently awarded a bronze in the latest edition of JCDecaux’s OOH Creativity Awards.