Client: KFC Portugal
Agency: Legendary People + Ideas as Creative Director role
Year: 2022
Project: Always-On Brand Transformation — Social-First System Design
My role: Creative Director — led the strategic and creative transformation of KFC’s digital presence.
Defined the brand behavior, narrative system, and visual language; led concept development and art direction; with hands-on execution across all touchpoints.
Brief
KFC Portugal was looking for a new creative partner to redefine its digital presence — not just to manage social media, but to build relevance, proximity, and long-term cultural connection.
At a key moment for the brand — 25 years in Portugal and the launch of a new app — KFC needed more than campaigns.
It needed a system that could live every day, speak the language of people, and turn a global icon into a local presence.
Big Question
How can a global brand transform high-volume promotion into a recognizable, everyday cultural behavior — without losing commercial impact?
Solution
We transformed KFC’s digital presence into a social-first brand system — designed to create recognition through consistency, tone, and behavior, rather than isolated moments or campaigns.
From posts to presence. A living system that could react, comment, celebrate, tease, and show up daily — always in the same voice, rhythm, and attitude.
Instead of optimizing for reactivity or short-term engagement, we focused on recognition, behavior, and long-term memory — building familiarity over time and making KFC unmistakable every time it appeared.
Impact
→ Built a recognizable, always-on social system that turned KFC’s feed into a daily brand presence — not just a promotional channel.
→ Increased engagement and follower growth, driven by consistent tone, recurring cultural formats, and active community participation.
→ Supported commercial performance by integrating high promotional volume into a single system — driving sales without eroding brand equity.
→ Translated digital ideas into real-world action, connecting social participation to in-store behavior through community-driven activations.
→ Once the system was in place, execution became faster — enabling KFC to react quickly to cultural moments, launch promotions with clarity, and scale ideas without starting from scratch.
Brands aren’t remembered for what they post,
they’re remembered for how they behave.
KFC didn’t need more moments.
It needed a signature way of showing up.
Turn KFC from a content publisher into a recognizable cultural presence.
Brands aren’t remembered for what they post,
they’re remembered for how they behave.
KFC didn’t need more moments.
It needed a signature way of showing up.
Turn KFC from a content publisher into a recognizable cultural presence.
Brands aren’t remembered for what they post,
they’re remembered for how they behave.
KFC didn’t need more moments.
It needed a signature
way of showing up.
Turn KFC from a content publisher
into a recognizable cultural presence.
Create more evident
storytelling on social media
Move from isolated posts to a recognizable narrative
Create more evident
storytelling on social media
Move from isolated posts to a recognizable narrative
Build a closer community
and foster loyalty
Become top of mind
for “home-style” fast food
Build a closer community
and foster loyalty
Become top of mind
for “home-style” fast food
Drive
sales
Without compromising
brand clarity or appetite
Drive
sales
Without compromising brand clarity or appetite
Drive
sales
Without compromising
brand clarity or appetite
Strengthen the
consumer experience
Data-driven. More personal.
More relevant.
Strengthen the
consumer experience
Data-driven. More personal. More relevant.
Strengthen the
consumer experience
Data-driven. More personal.
More relevant.
We turned KFC’s social presence into a brand system
We turned KFC’s social presence
into a brand system
We turned KFC’s social presence
into a brand system
Create more evident
storytelling on social media
Move from isolated posts to a recognizable narrative
Build a closer
community
and foster loyalty
Become top of mind for “home-style” fast food
Create more evident
storytelling on social media
Move from isolated posts to a recognizable narrative
Build a closer
community
and foster loyalty
Become top of mind for “home-style” fast food
The system replaced fragmentation with clarity — giving KFC one recognizable way of showing up, every day, across culture, content, and commerce.
Brand behavior principles:
→ A clear, confident tone of voice — bold, playful, and unmistakably KFC
→ Product treated as the hero of the story, never as noise or filler
→ Cultural awareness without trend-chasing — reacting with intent, not urgency
→ Visual consistency designed to enable speed, scale, and instant recognition
→ A system built for daily relevance — not isolated campaigns or moments
Flexible enough to participate in culture.
Structured enough to behave consistently — at speed — as KFC.
Brand behavior principles:
→ A clear, confident tone of voice — bold, playful, and unmistakably KFC
→ Product treated as the hero of the story, never as noise or filler
→ Cultural awareness without trend-chasing — reacting with intent, not urgency
→ Visual consistency designed to enable speed, scale, and instant recognition
→ A system built for daily relevance — not isolated campaigns or moments
Flexible enough to participate in culture.
Structured enough to behave consistently — at speed — as KFC.
Brand Presence
(Always-on behavior)
KFC’s feed was designed as a daily brand presence — consistent in tone,
visual language, and attitude. Not waiting for campaigns.
Showing up with purpose, every single day.
Brand Presence
(Always-on behavior)
KFC’s feed was designed as a daily brand presence — consistent in tone, visual language, and attitude. Not waiting for campaigns.
Showing up with purpose, every single day.
Brand Presence
(Always-on behavior)
KFC’s feed was designed as a daily brand presence — consistent in tone,
visual language, and attitude. Not waiting for campaigns.
Showing up with purpose, every single day.
Cultural Rubrics, not random posts
Recurring formats turned everyday Portuguese habits,
expressions, and frustrations into recognizable KFC behavior.
These weren’t campaigns — they were repeatable cultural shortcuts
that made the brand feel present, familiar, and local.
Cultural Rubrics,
not random posts
Recurring formats turned everyday Portuguese habits,
expressions, and frustrations into recognizable KFC behavior.
These weren’t campaigns — they were repeatable cultural shortcuts that made the brand feel present, familiar, and local.
Cultural Rubrics, not random posts
Recurring formats turned everyday Portuguese habits,
expressions, and frustrations into recognizable KFC behavior.
These weren’t campaigns — they were repeatable cultural shortcuts
that made the brand feel present, familiar, and local.
Product as Desire
Food was never background content.
It was always the hero — shot to trigger appetite, craving, and immediacy.
No clutter.
No decoration.
Just desire.
Product as Desire
Food was never background content.
It was always the hero — shot to trigger appetite, craving, and immediacy.
No clutter.
No decoration.
Just desire.
Product as Desire
Food was never background content.
It was always the hero — shot to trigger appetite, craving, and immediacy.
No clutter.
No decoration.
Just desire.
New product, same behavior
Once the system was in place, execution became faster.
New products, offers, and moments could go live without redefining tone, format,
or behavior — reducing creative friction and increasing speed to market.
New product,
same behavior
Once the system was in place, execution became faster.
New products, offers, and moments could go live without redefining tone, format, or behavior — reducing creative friction and increasing speed to market.
New product, same behavior
Once the system was in place, execution became faster.
New products, offers, and moments could go live without redefining tone, format,
or behavior — reducing creative friction and increasing speed to market.
Promotions without breaking the system
Portugal is a highly promotion-driven market.
The challenge wasn’t reducing offers — it was integrating high
promotional volume into one recognizable brand behavior.
Promotions without
breaking the system
Portugal is a highly promotion-driven market.
The challenge wasn’t reducing offers — it was integrating high promotional volume into one recognizable brand behavior.
Promotions without breaking the system
Portugal is a highly promotion-driven market.
The challenge wasn’t reducing offers — it was integrating high
promotional volume into one recognizable brand behavior.
Moments that activated the community
Culture wasn’t used as decoration. It was used as an excuse to engage.
From Valentine’s Day to the Oscars, Easter season and Three King's Day, KFC turned cultural moments into
participatory actions — inviting people to interact with the brand, involve others,
and take the experience beyond the screen.
The result wasn’t just reach. It was connection.
Moments that
activated the community
Culture wasn’t used as decoration.
It was used as an excuse to engage.
From Valentine’s Day to the Oscars, Easter season and Three King's Day, KFC turned cultural moments into
participatory actions — inviting people to interact with the brand, involve others, and take the experience beyond the screen.
The result wasn’t just reach. It was connection.
Moments that activated the community
Culture wasn’t used as decoration. It was used as an excuse to engage.
From Valentine’s Day to the Oscars, Easter season and Three King's Day, KFC turned cultural moments into
participatory actions — inviting people to interact with the brand, involve others,
and take the experience beyond the screen.
The result wasn’t just reach. It was connection.
A Valentine’s Day social giveaway
built around invitation and participation.
People were invited to creatively tag and invite their Valentine for a date at KFC through social media — turning the giveaway into a public, playful act of intention. The most creative invitations were selected and rewarded with a voucher for a Valentine’s Day date at KFC.
At the same time, the idea extended in-store: couples who showed up together unlocked a special Hot Wings promotion — connecting social participation with real-world reward.
The result was a single idea working across social, community interaction, and commercial activation — blending romance, humor, and sales into one cultural moment.
A Valentine’s Day social giveaway built around invitation and participation.
People were invited to creatively tag and invite their Valentine for a date at KFC through social media — turning the giveaway into a public, playful act of intention. The most creative invitations were selected and rewarded with a voucher for a Valentine’s Day date at KFC.
At the same time, the idea extended in-store: couples who showed up together unlocked a special Hot Wings promotion — connecting social participation with real-world reward.
The result was a single idea working across social, community interaction, and commercial activation — blending romance, humor, and sales into one cultural moment.
A Valentine’s Day social giveaway
built around invitation and participation.
People were invited to creatively tag and invite their Valentine for a date at KFC through social media — turning the giveaway into a public, playful act of intention. The most creative invitations were selected and rewarded with a voucher for a Valentine’s Day date at KFC.
At the same time, the idea extended in-store: couples who showed up together unlocked a special Hot Wings promotion — connecting social participation with real-world reward.
The result was a single idea working across social, community interaction, and commercial activation — blending romance, humor, and sales into one cultural moment.
A pop-culture-driven
social campaign built around the Oscars
During the Oscars, KFC entered the cultural conversation with a social-first prediction game.
Fans were invited to guess the winners via a dedicated landing page, promoted through social content.
Correct predictions were rewarded with €20 in KFC credit — turning pop culture attention into active participation.
The campaign connected entertainment, community engagement, and product in a single moment — using cultural relevance as a gateway to brand interaction and reward.
A pop-culture-driven
social campaign built around
the Oscars
During the Oscars, KFC entered the cultural conversation with a social-first prediction game.
Fans were invited to guess the winners via a dedicated landing page, promoted through social content.
Correct predictions were rewarded with €20 in KFC credit — turning pop culture attention into active participation.
The campaign connected entertainment, community engagement, and product in a single moment — using cultural relevance as a gateway to brand interaction and reward.
A pop-culture-driven
social campaign built around the Oscars
During the Oscars, KFC entered the cultural conversation with a
social-first prediction game.
Fans were invited to guess the winners via a dedicated landing page, promoted through social content. Correct predictions were rewarded with €20 in KFC credit — turning pop culture attention into active participation.
The campaign connected entertainment, community engagement, and product
in a single moment — using cultural relevance as a gateway to
brand interaction and reward.
An Easter community activation
built on a local tradition
In Portugal, it’s customary for godchildren to offer flowers to their godparents at Easter — in exchange for a gift.
KFC reinterpreted this ritual by inviting people to say: “no to flowers, yes to chicken.”
Through social media, the community was encouraged to share the movement and take part physically by bringing a bouquet to a KFC restaurant — where it could be exchanged for KFC chicken.
A familiar tradition was turned into a playful social action, linking online participation with a real, in-store reward.
An Easter
community activation
built on a local tradition
In Portugal, it’s customary for godchildren to offer flowers to their godparents at Easter — in exchange for a gift. KFC reinterpreted this ritual by inviting people to say: “no to flowers, yes to chicken.”
Through social media, the community was encouraged to share the movement and take part physically by bringing a bouquet to a KFC restaurant — where it could be exchanged for KFC chicken.
A familiar tradition was turned into a playful social action, linking online participation with a real, in-store reward.
An Easter community activation
built on a local tradition
In Portugal, it’s customary for godchildren to offer flowers to their godparents at Easter — in exchange for a gift.
KFC reinterpreted this ritual by inviting people to say: “no to flowers, yes to chicken.”
Through social media, the community was encouraged to share the movement and take part physically by bringing a bouquet to a KFC restaurant — where it could be exchanged for KFC chicken.
A familiar tradition was turned into a playful social action, linking online participation with a real, in-store reward.
A Three Kings’ Day activation
built on reinterpreting a national tradition
On Three Kings’ Day (Dia de Reis) — traditionally marked by symbolic gifts and classic
Portuguese food — KFC reframed the ritual.
Instead of traditional presents, limited-time KFC offers became the “new gifts.”
A series of social-first formats invited people to rethink the tradition — not by abandoning it,
but by playfully updating it. What is usually a highly promotional moment became a culturally relevant
brand action, using offers as participation triggers rather than interruptions.
A Three Kings’ Day activation
built on reinterpreting
a national tradition
On Three Kings’ Day (Dia de Reis) — traditionally marked by symbolic gifts and classic
Portuguese food — KFC reframed the ritual.
Instead of traditional presents, limited-time KFC offers became the “new gifts.”
A series of social-first formats invited people to rethink the tradition — not by abandoning it, but by playfully updating it. What is usually a highly promotional moment became a culturally relevant brand action, using offers as participation triggers rather than interruptions.
A Three Kings’ Day activation
built on reinterpreting a national tradition
On Three Kings’ Day (Dia de Reis) — traditionally marked by symbolic gifts and classic
Portuguese food — KFC reframed the ritual.
Instead of traditional presents, limited-time KFC offers became the “new gifts.”
A series of social-first formats invited people to rethink the tradition — not by abandoning it,
but by playfully updating it. What is usually a highly promotional moment became a culturally relevant
brand action, using offers as participation triggers rather than interruptions.
THE
IMPACT
Brand
Presence
KFC has always been promotion-led. The problem was never volume — it was fragmentation.
We replaced offer noise with one consistent brand behavior keeping the same commercial drive, now recognizable at a glance.
Promotions didn’t disappear. They finally started building the brand.
Business
Contribution
Designed to sell — without breaking the brand.
Promotions, launches, and tactical moments all lived inside the same system, proving that long-term brand building and short-term commercial impact don’t compete — they reinforce each other.
Growth
& Relevance
As the system matured, so did performance: stronger engagement, sustained follower growth, and a feed that stayed culturally relevant — without chasing trends or sacrificing brand identity.
THE
IMPACT
Brand
Presence
KFC has always been promotion-led.
The problem was never volume — it was fragmentation.
We replaced offer noise with one consistent brand behavior —
keeping the same commercial drive, now recognizable at a glance.
Promotions didn’t disappear.
They finally started building the brand.
Business
Contribution
Designed to sell — without breaking the brand.
Promotions, launches, and tactical moments all lived inside the same system,
proving that long-term brand building and short-term commercial impact don’t compete — they reinforce each other.
Growth
& Relevance
As the system matured, so did performance: stronger engagement, sustained follower growth, and a feed that stayed culturally relevant — without chasing trends or sacrificing brand identity.
THE
IMPACT
Brand
Presence
KFC has always been promotion-led.
The problem was never volume — it was fragmentation.
We replaced offer noise with one consistent brand behavior —
keeping the same commercial drive, now recognizable at a glance.
Promotions didn’t disappear.
They finally started building the brand.
Business
Contribution
Designed to sell — without breaking the brand.
Promotions, launches, and tactical moments all lived inside the same system,
proving that long-term brand building and short-term commercial impact don’t compete — they reinforce each other.
Growth
& Relevance
As the system matured, so did performance: stronger engagement, sustained follower growth, and a feed that stayed culturally relevant — without chasing trends or sacrificing brand identity.
Client: KFC Portugal
Agency: Legendary People + Ideas as Creative Director role
Year: 2022
Client: KFC Portugal
Agency: Legendary People + Ideas as Creative Director role
Year: 2022
Client: KFC Portugal
Agency: Legendary People + Ideas as Creative Director role
Year: 2022
Project: Always-On Brand Transformation — Social-First System Design
My role: Creative Director — led the strategic and creative transformation of KFC’s digital presence. Defined the brand behavior, narrative system, and visual language; led concept development and art direction; with hands-on execution across all touchpoints.
Project: Always-On Brand Transformation — Social-First System Design
My role: Creative Director — led the strategic and creative transformation of KFC’s digital presence. Defined the brand behavior, narrative system, and visual language; led concept development and art direction; with hands-on execution across all touchpoints.
Project: Always-On Brand Transformation — Social-First System Design
My role: Creative Director — led the strategic and creative transformation of KFC’s digital presence. Defined the brand behavior, narrative system, and visual language; led concept development and art direction; with hands-on execution across all touchpoints.
Brief
KFC Portugal was looking for a new creative partner to redefine its digital presence — not just to manage social media, but to build relevance, proximity, and long-term cultural connection.
At a key moment for the brand — 25 years in Portugal and the launch of a new app — KFC needed more than campaigns.
It needed a system that could live every day, speak the language of people, and turn a global icon into a local presence.
Big Question
How can a global brand stop broadcasting messages and start behaving like a familiar presence people actually want to engage with — every single day?
Brief
KFC Portugal was looking for a new creative partner to redefine its digital presence — not just to manage social media, but to build relevance, proximity, and long-term cultural connection.
At a key moment for the brand — 25 years in Portugal and the launch of a new app — KFC needed more than campaigns.
It needed a system that could live every day, speak the language of people, and turn a global icon into a local presence.
Big Question
How can a global brand transform high-volume promotion into a recognizable, everyday cultural behavior — without losing commercial impact?
Brief
KFC Portugal was looking for a new creative partner to redefine its digital presence — not just to manage social media, but to build relevance, proximity, and long-term cultural connection.
At a key moment for the brand — 25 years in Portugal and the launch of a new app — KFC needed more than campaigns.
It needed a system that could live every day, speak the language of people, and turn a global icon into a local presence.
Big Question
How can a global brand transform high-volume promotion into a recognizable, everyday cultural behavior — without losing commercial impact?
Solution
We transformed KFC’s digital presence into a social-first brand system — designed to create recognition through consistency, tone, and behavior, rather than isolated moments or campaigns.
From posts to presence.
A living system that could react, comment, celebrate, tease, and show up daily — always in the same voice, rhythm, and attitude.
Instead of optimizing for reactivity or short-term engagement, we focused on recognition, behavior, and long-term memory — building familiarity over time and making KFC unmistakable every time it appeared.
Impact
→ Built a recognizable, always-on social system that turned KFC’s feed into a daily brand presence — not just a promotional channel.
→ Increased engagement and follower growth, driven by consistent tone, recurring cultural formats, and stronger community interaction.
Strengthened brand memorability, making KFC instantly identifiable in-feed — even outside campaign moments.
→ Supported commercial performance by integrating high promotional volume into a single system, driving sales without eroding brand equity.
→ Established a scalable digital model that sustained relevance, performance, and audience growth beyond individual campaigns.
Solution
We transformed KFC’s digital presence into a social-first brand system — designed to create recognition through consistency, tone, and behavior, rather than isolated moments or campaigns.
From posts to presence. A living system that could react, comment, celebrate, tease, and show up daily — always in the same voice, rhythm, and attitude.
Instead of optimizing for reactivity or short-term engagement, we focused on recognition, behavior, and long-term memory — building familiarity over time and making KFC unmistakable every time it appeared.
Impact
→ Built a recognizable, always-on social system that turned KFC’s feed into a daily brand presence — not just a promotional channel.
→ Increased engagement and follower growth, driven by consistent tone, recurring cultural formats, and active community participation.
→ Supported commercial performance by integrating high promotional volume into a single system — driving sales without eroding brand equity.
→ Translated digital ideas into real-world action, connecting social participation to in-store behavior through community-driven activations.
→ Once the system was in place, execution became faster — enabling KFC to react quickly to cultural moments, launch promotions with clarity, and scale ideas without starting from scratch.
Solution
We transformed KFC’s digital presence into a social-first brand system — designed to create recognition through consistency, tone, and behavior, rather than isolated moments or campaigns.
From posts to presence. A living system that could react, comment, celebrate, tease, and show up daily — always in the same voice, rhythm, and attitude.
Instead of optimizing for reactivity or short-term engagement, we focused on recognition, behavior, and long-term memory — building familiarity over time and making KFC unmistakable every time it appeared.
Impact
→ Built a recognizable, always-on social system that turned KFC’s feed into a daily brand presence — not just a promotional channel.
→ Increased engagement and follower growth, driven by consistent tone, recurring cultural formats, and active community participation.
→ Supported commercial performance by integrating high promotional volume into a single system — driving sales without eroding brand equity.
→ Translated digital ideas into real-world action, connecting social participation to in-store behavior through community-driven activations.
→ Once the system was in place, execution became faster — enabling KFC to react quickly to cultural moments, launch promotions with clarity, and scale ideas without starting from scratch.
The system replaced fragmentation with clarity — giving KFC one recognizable way of showing up, every day, across culture, content, and commerce.
Brand behavior principles:
→ A bold, confident tone — unmistakably KFC
→ Product as hero, never filler
→ Culture-aware, not trend-driven
→ Visual consistency built for speed and recognition
→ Designed for daily relevance, not one-off campaigns
Flexible enough to participate in culture. Structured enough to behave consistently — at speed — as KFC.
The system replaced fragmentation with clarity — giving KFC one recognizable way of showing up, every day, across culture, content, and commerce.
Brand behavior principles:
→ A bold, confident tone — unmistakably KFC
→ Product as hero, never filler
→ Culture-aware, not trend-driven
→ Visual consistency built for speed and recognition
→ Designed for daily relevance, not one-off campaigns
Flexible enough to participate in culture. Structured enough to behave consistently — at speed — as KFC.
THE IMPACT
Brand
Presence
KFC has always been promotion-led. The problem was never volume — it was fragmentation.
We replaced offer noise with one consistent brand behavior keeping the same commercial drive, now recognizable at a glance.
Promotions didn’t disappear. They finally started building the brand.
Business
Contribution
Designed to sell — without breaking the brand.
Promotions, launches, and tactical moments all lived inside the same system, proving that long-term brand building and short-term commercial impact don’t compete — they reinforce each other.
Growth
& Relevance
As the system matured, so did performance: stronger engagement, sustained follower growth, and a feed that stayed culturally relevant — without chasing trends or sacrificing brand identity.
THE IMPACT
Brand
Presence
KFC has always been promotion-led. The problem was never volume — it was fragmentation.
We replaced offer noise with one consistent brand behavior keeping the same commercial drive, now recognizable at a glance.
Promotions didn’t disappear. They finally started building the brand.
Business
Contribution
Designed to sell — without breaking the brand.
Promotions, launches, and tactical moments all lived inside the same system, proving that long-term brand building and short-term commercial impact don’t compete — they reinforce each other.
Growth
& Relevance
As the system matured, so did performance: stronger engagement, sustained follower growth, and a feed that stayed culturally relevant — without chasing trends or sacrificing brand identity.
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