The Brief
Nashville Chicken is messy, bold and new to the scene. We wanted to bring that same energy to the campaign, making the product feel as unapologetic and full-on as KFC itself.

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#BigEnergyOnly
The campaign leaned into the chaos of Nashville Chicken - messy, flavourful and impossible to ignore. We brought this to life across KV, film, social, OOH, POSM, packaging and in-store.

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Key Visual

For the key visual, we wanted to move away from the typical polished food shot and make Nashville Chicken feel as messy, bold and full-on as the product itself.

I led the creative direction for the KV, developing a gritty visual language built around raw kitchen energy, tactile food shots and unapologetic typography. We leaned into direct flash, tight framing, cayenne dust and messy textures to make the product feel almost impossible to look away from.

 

Nashville Dry Rave
We took Big Energy Only offline with a Nashville Dry Rave - a one-night event with music, Nashville Chicken, Criss Cut Fries and pickle shots. The event sold out at 150 attendees, generating $1.7K in ticket sales.

 

Results
$2M sales contribution, $271K PR value, 3.18% film engagement, 347 KV shares on Instagram.