The F support

Frisby, beyond being a fried chicken brand, is a cultural symbol in Colombia, recognized by Colombians as their own and part of their identity.
When unauthorized Frisby openings appeared in Spain, the law addressed brand impersonation, but Colombians spoke about something else: a theft of identity, a plundering of a national icon.

IDEA
KFC, a global brand and direct competitor of Frisby in Colombia, decided to be the first to intervene.
One single organic post.
One single gesture: using Frisby’s color to alter the "F" in its own logo.
One single message: “You don’t mess with the original.”

One post with that altered "F" triggered a nationwide domino effect, sparking earned media, creator amplification, and memes. Brands, media, influencers, and even former presidents took a stand, making KFC the primary public supporter in a cultural conflict. What began as a real-time social post evolved into a national social media trend that lasted two weeks. Not advertising, but a movement.