Hot & Spicy

KFC’s Hot & Spicy is one of the Colonel’s signature recipes. Every bite brings a blast of fiery heat and deliciousness thanks to chili and other sizzling spices. We needed to remind people of this classic flavour in a way that reflected the playful side of the brand and would grab their attention.

Made with chili and other sizzling spices, KFC’s Hot & Spicy delivers a blast of fiery heat with every bite. It also has a crunchy coating with a texture and colour that is visually very similar to a real-life fireball. This visual duality became our idea. We created 3 ads where pieces of fried chicken seamlessly replaced fireballs in real-life photos – Space Shuttle, Drag Car and Heroes – each bringing to life the product’s fiery taste. The visuals ran out of home, in print and as tray mats in KFC’s 60+ Hong Kong outlets.