WORLD'S FIRST VEGETARIAN KFC RESTAURANT

THE PROBLEM
KFC is one of the most iconic chicken brands in the world, and for vegetarians, that’s the reason to avoid it. Obviously when a brand launches a plant-based line in the market where KFC is associated with fried chicken, adding another menu item isn't enough. You need something that can't be ignored.
THE IDEA
KFC needed a bold move. So instead of a new menu item, we took a radical decision and opened the WORLD'S FIRST VEGETARIAN KFC RESTAURANT.
THE EXECUTION
We chose a KFC restaurant in one of the largest shopping centers in Kyiv — a location with huge traffic, which nonetheless showed weak results and was on the verge of closing. A week before the nationwide launch, we:
completely repainted the restaurant green
replaced 100% of meat items with plant-based alternatives
changed all communication and visual identity to green
And that’s how in Ukraine the restaurant that had not existed anywhere in the world before appeared overnight.
THE IMPACT
What followed was unprecedented. National media covered the story organically. Influencers shared it for free. Massive queues formed outside the restaurant. Vegetarians and meat-eaters united to try the "Vegetarian KFC". Demand became so intense that people began reselling vegetarian menu items online.
What is important, without large budgets, KFC was talked about everywhere.
THE AMPLIFICATION
Before the launch, we invited leading Ukrainian brands to join in. On the opening day, each of them removed green from their logos and social media for 24 hours — and gave it to KFC. While everyone around them was becoming less green, KFC went completely green for the first time in history.
THE RESULTS
2+ billion media contacts
30 million people reached
Thousands of customers nationwide
The near-closed restaurant became one of the best-performing locations in the entire network
The main thing is that KFC has proven can be not only about the chicken