To have a shot with young listeners, KFC needed to reaffirm their own creds without saying it themselves.
The big idea
KFC launched Bucket Bangers, a playlist featuring the 46 best songs mentioning KFC on Spotify — a tribute to artists who dropped the brand in their lyrics and gave it a place in modern hip-hop culture.
Spotify playlists can shape culture — RapCaviar has a global audience of over 12 million. So yeah, we know a few influential fans. After launching, Bucket Bangers ranked in the best rap playlists on Spotify, speaking volumes about fans’ taste in music — and the legacy of KFC in hip-hop.
And since KFC has been in the rap game for 30 years, it was an original recipe for success served with some great sides: a large outdoor, street marketing, and digital effort using the 46 lyric lines as headlines that resulted in a D&AD Wooden Pencil Award.