KFC Calls Attention to Its New Döner Menu via its Totems
KFC has introduced its new döner menu in Spain through a campaign that physically repurposes the brand’s iconic restaurant totems into functioning, giant-scale kebab rotisseries. This was made possible through a collaboration with creative agency PS21.
As part of this venture, the tall, cylindrical signage structures at select high-traffic KFC locations were repurposed into 12-meter-tall, 1,200-kilogram rotating spits designed to mimic the appearance and motion of a traditional kebab roaster. This out-of-home activation serves as the central element of the döner menu launch, with the custom-built restaurant totem installations featuring a hyper-realistic finish that evokes the texture of the brand’s signature fried chicken.
The campaign is accompanied by an audiovisual component, produced by Oriental Films, which extends the concept across television, digital platforms, cinema, and outdoor media.
Image Credit: KFC
As part of this venture, the tall, cylindrical signage structures at select high-traffic KFC locations were repurposed into 12-meter-tall, 1,200-kilogram rotating spits designed to mimic the appearance and motion of a traditional kebab roaster. This out-of-home activation serves as the central element of the döner menu launch, with the custom-built restaurant totem installations featuring a hyper-realistic finish that evokes the texture of the brand’s signature fried chicken.
The campaign is accompanied by an audiovisual component, produced by Oriental Films, which extends the concept across television, digital platforms, cinema, and outdoor media.
Image Credit: KFC
Trend Themes
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Experiential Brand Engineering — Large-format physical brand assets being rebuilt as interactive culinary installations that blur product demo and public art, creating novel touchpoints for consumer engagement.
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Repurposed Urban Signage — Transformations of existing outdoor signage into functional, themed fixtures that extend advertising utility and redefine streetscape infrastructure value.
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Food-driven Public Sculptures — Culinary motifs scaled into kinetic public sculptures that merge gastronomy with spectacle, generating earned media and destination footfall around menu launches.
Industry Implications
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Quick-service Restaurants — Brand-controlled site architecture being leveraged as experiential product platforms that could shift how menus are introduced and monetized in physical locations.
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Out-of-home Advertising — Advertising networks expanding from static displays to engineered, programmatic installations that serve both promotional and functional roles in urban environments.
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Event Production and AV — Production studios combining fabrication, motion engineering, and audiovisual storytelling to create multisensory campaigns that replace traditional ad spend with immersive activations.
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