When fried chicken meets meme culture, engagement follows.

About the project

For 11 months, I stepped into the legendary white suit and gave Colonel Sanders a digital voice in Portugal across Instagram, Facebook, TikTok and X. The mission? To make KFC the most engaging fast-food brand on social media. The strategy? A meme-first approach, tailored to each platform and its audience. On Instagram, engagement increased by 40% in just six months. On TikTok, it was about more than simply showing up. It was about owning the space. KFC Portugal became the brand with the highest engagement on TikTok in Portugal, while growing organically by more than 268,000 followers in just 8 months. A big part of the work involved keeping a close eye on what was happening online and spotting when a trend could become an opportunity for KFC. Memes, current events, pop culture, everyday references, community comments and interactions with other brands all became creative fuel for content that was fast, relevant and full of personality. More than simply jumping on trends, the creative challenge was to make them feel naturally KFC. Because jumping on a trend is easy. Jumping on a trend and making it feel like Colonel Sanders was in on it from the very beginning? That's the spicy part. All while cooking up content designed to make people laugh, crave and engage, with that unmistakable finger lickin’ good flavour.

Because the internet runs on memes and KFC had a lot to say.