At the time of KFC’s first-ever U.S. debut of its eclectic 'Chizza’ (fried chicken + pizza), the restaurant faced steep competition in the QSR space. My goal was to create something that would break through the noise and pique the interest of media professionals, to guarantee their coverage of the limited-time pop-up KFC Chizzeria in New York. I strove to make more than just a press kit — it had to be an experience that told a story, sparked curiosity, and demanded attention.
The results spoke for themselves: 2.2 billion earned media impressions, 334 news placements, and Chizzas sold out by Day 2. KFC merchandise flew off the shelves on Day 1, and eager fans lined up daily, waiting 1.5 hours to get a taste. And best of all, look how cute the mailer came out!
KFC
February 2024
CONTRIBUTION
Mailer concept and design
TEAM
Group Creative Director: Connor L.
Sr. Art Director: Hillary D.
Sr. Copywriter: Lilly E.
Activation: Mullen Lowe
Print: Struc Design
We put the iconic pizza saver at the center of the mailer, imagining it as a table around which other mini components would come together in an entire outdoor scene that evoked the charm of a classic New York pizza joint. This diorama kit, fit entirely into a 12”x12” pizza box, included punch-out miniature chairs, a delivery bike, a dog next to a bike rack, and a fire hydrant; as well as a sticker pack for even more interactive details.
THE COMPONENTS
THE POP-UP EXPERIENCE
For three days in late February, KFC’s Chizzeria served up this eclectic menu item that had made a name for itself in Korea, Taiwan, India, Thailand, Germany, Spain, and Mexico — right in the pizza capital of America. In true New York fashion, the space featured bold branding, checkered tablecloths and vibrant decor that made it irresistibly Instagrammable. Patrons enjoyed free slices of Chizza served by team members in custom aprons, as well as exclusive merchandise, in this immersive experience.
