That's exactly how sounds taste

When KFC sounds like a crispy hit

Imagine: Eurovision is on TV, you're holding a bucket of crispy chicken, and every bite is like a beat in your favorite track. That's right, it sounds delicious — and that's exactly why KFC launched a music platform with the slogan “That's how it tastes!”

But what do you do when the crunch is stuck in your head like a viral song? The answer is obvious: bring someone into the campaign who is as crazy about sound and juicy chicken as we are, to perfect that sound. That's how the collaboration with MONATIK began. And it turned out to be much more than just a few posts.

Ideas are born from inspiration

We were looking for a direction for creativity, so we talked a lot with all the participants in the collaboration to hear everyone's thoughts and visions. And this is exactly the case when insight found itself during the collaboration with the MONATIK team. We realized that Dima is not only a musician, dancer, singer, and actor. First and foremost, he is an inspirer, because his light touch gives rise to real works of art that inspire people. And the result of this collaboration was to be the same source of inspiration that, let's be honest, we all often lack.

KFC, but with MONATIK's autograph

Dima literally took a marker and... painted the packaging, giving it a new life. Customized clamshells, cups, and buckets came out from under the master's pen and immediately became something unprecedented, literally an art object.

Then we took over, because Dima drew by hand, as he felt. But we had to bring these drawings to mass production, taking into account all the nuances of printing. Our designers preserved the marker texture and mood, as if Monatik had drawn it right in the KFC kitchen. And so, now these drawings also decorate the walls of restaurants.

But we wanted people to immediately understand who the author of this masterpiece was at first glance. That's why we depicted the author of the drawings, Dima, on the packaging itself.

Music + chicken = BEAT Menu

And now for something truly delicious — KFC's new line, timed to coincide with the collaboration.

The previous campaign for Eurovision, MONATIK, KFC — music brought everything together. After all, the crunch of KFC chicken is truly melodious. Reflecting on this match, we came up with the name for the new line: BIT. Because a great composition begins with a small beat. And a small idea can lead to a high-profile campaign.

MONATIK literally became a co-creator of the menu — or, rather, a sous chef of inspiration. He tested flavors, attended tastings, and offered his own ideas. That's how Limonatik lemonade and the burger in a hat came about (spoiler: it's not Dima wearing the hat, but the burger itself). The names of other dishes in the line-up also have a musical component, which is logical because they taste like a song!

So, meet the new Beat Menu line-up from Monatik, now available in all KFC restaurants!

Advertising track with a catchy chorus

The main track of the campaign, which can be heard in the video, is the result of a collaboration between MONATIK, KFC, and our agency. We worked together on the lyrics, rhythms, and concept so that each frame would feel like a concert: short but bright and intense.

The production was large-scale — two locations, real-time wall painting, and even our Easter egg near the UFO, which MONATIK left in the frame. Yes, this collaboration was cosmic — literally and figuratively.

KFC goes beyond restaurants

And then there's charity. At a concert at the Ukrainian House, MONATIK raffled off a year's worth of KFC. It was purchased for 55,000 hryvnia, and it's not just PR, it's a good deed that tastes twice as good.

Inspire and be inspired

This campaign is about how creativity, delicious food, and sincere collaborations can energize you more than an energy drink. And yes, inspiration is not an abstraction. It's a burger in a hat. It's a 20-second track. It's a restaurant wall covered in marker drawings. It's love for what you do.

KFC + MONATIK + IDEALERS = 💖
That's what inspiration tastes like!