CREATIVE
EXPERIENTIAL
CREATORS
The Challenge
For KFC, staying relevant with Gen Z means doing more than simply showing up in culture. It means spotting the fandoms, behaviours and emerging trends with the potential to break into the mainstream.
Chicken Wine as a concept had been living in plain sight. The rise of La Vielle Ferme aka ‘Chicken Wine’ with Gen Z saw a meteoric rise in wine consumption with that audience - removing the stuffiness and making wine more accessible.
If only someone was able to spot the opportunity: KFC is the world’s most iconic fried chicken brand, while La Vieille Ferme actually had a chicken on its label and was consumed by the target audience.
The internet had already tee’d it up. Our challenge was to take that emerging cultural behaviour, give it KFC-scale fame and turn an online observation into something the mainstream couldn't ignore.
We created Coq au Vin: a KFC x La Vieille Ferme wine bar bringing fried chicken and Chicken Wine together under one very pink roof.
Rather than simply launching a collaboration or another menu item, we turned the partnership into a real-world cultural experience in Shoreditch, designed to blur the lines between fast food, wine and lifestyle.
Working closely with KFC and La Vieille Ferme, we created a brand identity that married both worlds, before bringing in production agency Niche Experience – the team behind KFC’s famous Colonel’s Arms pub – to build the experience.
Kachette Annex in Shoreditch became our home, with the bar at the heart of the space so it felt less like a branded pop-up and more like somewhere people genuinely wanted to hang out.
Every detail played with the contradiction at the heart of the idea: fried chicken in a wine bar. From the identity and interiors to the menu and creative assets, the experience balanced the heritage of both brands with a fresh, Gen Z sensibility.
We even conducted the essential research: a chicken-and-wine tasting session, pairing KFC favourites with their perfect La Vieille Ferme wines.
The result was an experience that didn't just put two logos together. It found the cultural overlap between two unlikely brands and gave people something they genuinely wanted to taste, photograph and talk about.
People were thirsty for Chicken Wine.
Tickets sold out in less than a week, demonstrating genuine demand for the experience before the doors had even opened.
The campaign went on to secure 221 pieces of coverage, surpassing multiple KPIs across trade, regional, consumer, social and broadcast media.
That included 113 pieces of social coverage and five national pieces, alongside attendance from journalists and creators across a wide range of titles at our launch event.
Most importantly, Coq au Vin transformed a brilliantly simple cultural observation into a fame-driving moment for KFC – taking something people were already talking about online and turning it into an experience they could actually step inside.
221 pieces of coverage. 113 social hits. Five nationals. One sold-out Chicken Wine bar.
