KFC Holiday Campaign
Brand
KFC Korea
Role
Senior Brand Designer
Industry
Global QSR / F&B Retail
Year
2025
Context
In collaboration with the marketing agency, we launched the 'BUCKET-ING' campaign for the Q4 holiday season. The agency’s strategic naming combined 'Bucket' with 'Ticketing' to reference the fierce Korean culture of battling for concert seats. My mission was to visualize this witty concept, translating the narrative into a tangible design that generated the hype of a sold-out show.
Challenges
The challenge was to transform KFC’s disposable packaging into a desirable "lifestyle object." We needed to design a sustainable merchandise line that customers would want to keep and reuse, moving beyond simple promotional items to create genuine brand desire.
Solution
To bring the client’s vision of a reusable bucket to life, I led the visual execution focused on elevating the product into a desirable lifestyle object. I developed a cohesive graphic system applied to the container, creating a trendy aesthetic that transcended typical fast-food merchandise. This consistent visual identity was rolled out across digital and physical channels to maximize purchase desire.
Impact
By reimagining the iconic bucket as a durable, reusable container, this campaign successfully repositioned a disposable asset into a high-utility lifestyle product. This strategic shift became a catalyst for record-breaking growth in 2024, directly contributing to a 17.7% increase in revenue and a staggering 469.4% surge in operating profit YoY.
