How a food brand became something people chose to watch?
129 videos, 25M+ organic views, and a single Reel that reached five times the population of Macedonia - with no influencers, no outside cast and zero media spend.
Everyone in Macedonia knows KFC, but knowing a brand and choosing to watch its content are completely different things. Food advertising has a look people recognise instantly, and recognising it is what makes them scroll past it.
The answer was already in people's feeds. Nobody opens social media looking for advertising; they open it for familiar situations, local humour and entertainment. So we stopped asking how to advertise KFC and started asking what a creator would make if KFC were their playground.
We wrote the jokes ourselves, filmed the videos and played the characters, all in one from the BDG team! Every video started from a recognisable behaviour, trend or everyday situation, and found a natural role for KFC inside it.
Between October 2025 and September 2026: 129 distinct videos and 25.5M organic views!
One Reel delivered a staggering number of 1,005,535 total interactions on €0 media spend, 1 share for every 50 views!
Now that’s entertainment.
Pillars used: Creative & Production
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