KFC Chizzeria
KFC Chizzeria
To launch KFC's new Chizza—a global sensation—KFC chose to disrupt the pizza capital of the world, New York City, by opening the world’s first (and probably only) Chizzeria right in the heart of Manhattan.
Ask: To create buzz around KFC's new product Chizza, while using the New York only pop-up as a backdrop.
The insight: Consumers increasingly expect brands to deliver product news through interactive, visually engaging, and entertaining storytelling—particularly about products they are already interested in.
Strategy: KFC’s social media followers are its most passionate fans. To capitalize on this, we brought the experience of the Chizzeria to life digitally, offering exclusive, social-only content—including merchandise giveaways, influencer collaborations, and behind-the-scenes access. These initiatives fostered a sense of exclusivity, curiosity, and connection, driving excitement around KFC’s latest innovation. By showcasing the Chizza in unexpected and engaging ways, we not only deepened brand loyalty with our core fans but also extended the conversation to new audiences, ensuring sustained buzz around the product launch.
Results: Chizzeria-centric content generated the highest engagement on both TikTok and Instagram for the quarter, with the top-performing post exceeding benchmarks by +57%. The buzz didn’t stop at the pop-up; social media mentions continued for 30 days, surpassing 10.7K mentions, extending the campaign’s reach well beyond the event itself.
Organic social
Organic social
We wanted to give the KFC followers a behind-the-scenes look at the Chizzeria that they couldn’t get at the pop up giving followers a sense of insider access and building excitement around the product.
Why it works? Behind-the-scenes content humanizes the brand and makes the product feel more authentic. People love seeing how things are made, especially in a fun, exclusive way.
Influencer content
Influencer content
We brought some of New York’s top influencers to the Chizzeria for their first-ever taste of the new Chizza. Here’s what they had to say...
Why it works? Using real reactions builds authenticity and helps people feel involved in the product's journey. Plus, it taps into the FOMO factor—if influencers and customers love it, others will want to try it too.
Quick Turn Content Creation
Quick Turn Content Creation
As buzz built around the Chizza/Chizzeria we looked for quick turn content opportunities.
Why it works? Plays into real time conversation around product, creating deeper connections with consumers.
Results
Engagement
Chizzeria centric content drove the strongest engagement on both TikTok and Instagram for the quarter with the top post performing +57% benchmark
Awareness
Chizzeria social content extended the pop up discussion with mentions surpassing 10.7K 30 days after the event.