KFC Denmark X Naturlig Branding

The objective

A localized campaign for a globally recognized fast-food chain

KFC, now one of the world’s most recognizable fast-food franchises, was founded in Kentucky, in the 1930s. They quickly gained popularity for their signature fried chicken, made with a secret blend of 11 herbs and spices. By the 1950s, the first franchises were launched, paving the way for KFC’s global expansion.

This campaign was run by KFC Denmark, where KFC operates 12 restaurants nationwide.

On TikTok, @kfc_danmark have developed an organic strategy which balances branding with authenticity, humor, and community engagement. Their approach centers on entertaining their audience with TikTok-native content to resonate with the platform’s culture.

Despite KFC’s worldwide recognition, KFC Denmark have struggled to capture the attention of younger audiences, particularly those aged 15 to 30, a demographic highly engaged with digital platforms and harder to reach through traditional marketing.

To bridge this gap, KFC Denmark partnered with Naturlig Branding, a TikTok-focused agency specializing in connecting brands with new audiences. The goal was to revive KFC’s cultural relevance in Denmark and drive increased foot traffic to its restaurants.

With this in mind, the key objectives of this campaign were to increase brand awareness in Denmark amongst younger demographics, and consequently increase conversions.

The solution

Merging trending content with real-world activations to boost sales

To achieve their objectives, KFC Denmark initially implemented an organic media strategy designed to boost brand awareness on TikTok.

Recognizing that authentic engagement was crucial, the strategy focused on creating compelling and relatable content that resonated with TikTok's young and trend-savvy audience. This approach allowed KFC Denmark to establish a genuine presence on the platform, cultivating interest and excitement around their offerings.

To connect digital engagement with real-world sales, they introduced exclusive in-store coupons for TikTok users. Screenshottable meal offers were promoted through Spark Ads, TikTok video ads, and organic videos, making it easy for users to redeem discounts in-store.

During the campaign, KFC Denmark called out videos by @ishowspeed and @sondergaardlol featuring KFC meals, which sparked a chain reaction in the comments, with commenters tagging the popular accounts and driving engagement.

To optimize campaign performance, KFC Denmark tested and refined its approach across five coupon campaigns, uncovering key insights:

•15-22 second videos performed best, balancing engagement and clarity.

•10-day campaigns created urgency while maintaining momentum.

•Single-offer videos drove higher conversions than multi-offer ads.

•Fast-paced, Gen Z-style edits maximized retention and interaction.

By applying these insights, KFC Denmark optimized engagement, strengthened brand relevance, and successfully converted online interest into in-store visits.

The results

Connecting with Gen-Z through a unique and relevant campaign

Through authentic, entertaining, and strategic content, KFC built a platform where their target audience loves to engage, transforming TikTok into one of KFC’s best-performing sales channels in Denmark.

By focusing on TikTok-specific content that combines humor, trends, and user interaction, the beloved fast-food franchise achieved impressive results, including an increase of over 140,000 new followers, positioning KFC as one of the strongest fast-food brands on TikTok in Denmark.

The campaign generated 18 million organic views, through engaging content and viral spread, along with 1.1 million likes, reflecting the high engagement rate and the audience’s enthusiasm for our content.

Beyond strong organic presence, they successfully converted engagement into direct sales via TikTok with +25,000 meals sold through our unique coupon format and an average CAC of just 2.15 DKK.

Overall, the campaign not only boosted sales but also strengthened the brand's relationship with its Gen Z audience, creating future growth opportunities and a feeling of excitement on the KFC Denmark TikTok account.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.