KFC: Chizza

The Situation: KFC was releasing a novelty menu item that was unlike anything in fast food: The Chizza, an over-the-top, fried chicken and pizza creation. In launching this new menu item, they wanted to grab the world’s attention and create buzz for KFC.

The Insight: When it comes to pizza, people are extra particular about what good pizza is and who makes the best pie. We knew that pizza lovers would never accept the “Chizza” as good pizza.

The Strategy / Brief: As the fried chicken experts, KFC would never make a regular pizza, but they would make a fried chicken version of pizza. We needed to prove to the world the Chizza was the best and only fried chicken pizza available. 

The Idea: It’s not pizza. It’s Chizza - a campaign that confidently told the world we weren’t trying to make pizza we we’re making Chizza. Under this campaign we even opened the world’s first “Chizzeria.”

The Results: The Chizza campaign got the buzz KFC was looking for. The launch received 2.2 Billion earned media impressions and all the Chizza available at the “Chizzeria” sold out.

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2024