KFC Sweden encourages diners to keep their chicken to themselves

Developed with Uncommon Creative Studio Stockholm, the initiative marks a sharp departure from the brand’s traditional focus on communal dining. Instead of emphasizing togetherness, the creative direction leans into selfish instincts, using renaissance-inspired photography to show customers licking, poking, or coughing on their food to deter potential thieves. Photographer Pål Allan captured these visceral, slightly unsettling images to underscore the protective measures diners might take to keep their fried chicken intact.

Axel Ericsson, brand manager at KFC Sweden, noted that while the company has spent a decade promoting the social aspect of their buckets, the new product acknowledges that customers sometimes want a meal all to themselves. According to a survey by Attest, while 70% of 18-to-35-year-olds dislike sharing their food, only 9% feel comfortable refusing a request to do so. The campaign, which includes social media films and out-of-home advertising, encourages these diners to embrace their possessive side rather than succumbing to the pressure of sharing.