Brands are using food authenticity debates, disappointing restaurant experiences and ride-hailing costs as starting points for campaigns. The responses range from humorous content to free products and partial refunds, giving each brand a specific way to join an existing conversation.
KFC Italia launched two chicken focaccia sandwiches with a campaign exploring their Italian-American identity. A mockumentary follows New York-based actor and creator Fabrizio Brienza as he visits a KFC in Milan, tastes both sandwiches and delivers his verdict. The campaign uses the meeting of Italian and American food traditions to explain the new products.
Carl’s Jr. New Zealand worked with TBWA\New Zealand on 1-Star Swapper, a promotion offering a free Famous Star burger to people who previously posted a genuine one-star burger restaurant review. Participants upload a screenshot of their own review for verification. Eligible reviews must predate the promotion, and the terms also include previous Carl’s Jr. reviews.
Espolòn Tequila launched Fare Share, a Halloween-timed programme offering partial refunds for qualifying ride-hailing trips. Customers submit a receipt, and the brand reimburses 50% of the fare, up to USD 25. The promotion addresses the cost of getting home during a period of high demand without changing the ride-hailing service itself.