ONE BRAND. ONE VOICE.
MULTIPLE LANGUAGES.
KFC across Latin America and the Caribbean is not one market. It is over forty. Multiple languages and dialects, forty relationships with the brand, forty sets of local operators with their own instincts.
The work was not making one campaign. It was building the system that made forty campaigns feel like one.
COUNTRIES &
TERRITORIES
RESTAURANTS
REGIONAL BUSINESS SCALE
IT'S NOT ONLY CREATIVE.
IT'S SYSTEMIC.
Embracing our differences
A brand operating across 40+ countries and territories, 2,000+ restaurants and 45 franchisee partners cannot rely on instinct.
Every market has its own culture, its own pace, its own interpretation of what KFC means to them.
The challenge was not creative. It was systemic: how do you keep a brand coherent when everyone thinks they know best?
CREATIVE ORCHESTRATION AT A REGIONAL SCALE
As Chief Creative Officer the job was to elevate and inspire
The role was not to only make remarkable campaigns. It was also to build the infrastructure that made good ads possible everywhere.
Regional leader boards and summits. Monthly content calendars. Playbooks that guided without limiting. Webinars that trained local teams to think in brand, not just execute it. A monthly refreshed digital asset library that kept every market current without having to start from scratch.
BEHAVIOR FIRST.
BRAND ALWAYS.
Always Original : more than a tagline
Always Original was a behavior, a shared attitude for an audience that was reinforced to believe the invitation to always be themselves.
Positioning campaigns, promotions and full attribution social coupons like Chick’n Share were rooted in attitude, not geography. Pan-regional campaigns felt locally made. Every activation built on the same foundation: find the universal behavior, then let each market find itself inside it.
THE SYSTEM
Building an infrastructure and teaching it's use
The campaigns were the visible part. The real work was what made them possible. Monthly content calendars built around worldwide trends, seasonal opportunities, regional behaviors and cultural moments. Playbooks that gave local teams the right tools and creative confidence reducing dependence. Regional summits that turned franchisee skeptics into brand advocates. A digital asset library refreshed every month so no market was ever working with yesterday's brand. When the infrastructure is right, the campaigns grow by themselves.
FRANCHISEES HAPPY. BRAND INTACT.
Words don't do the convincing, results do.
The measure of a global system is not whether it works in the flagship market. It is whether it works in the fourteenth country, with the smallest team, on the tightest budget.
Across 40+markets, 1,800+ restaurants and $1.2B in sales, the brand stayed coherent the traffic to restaurant attributable. Local teams stayed confident. Franchisees could see the results. That is the formula.
Ready to Get Unstuck?
Let's craft breakthrough campaigns that resonate across global markets and drive meaningful brand connections