When the boundaries between consumers and producers blur, you’re in the world of ‘prosumerism.’ Research showed us this was a growing trend amongst KFC’s younger audience. They didn’t just want to eat a chicken burger - they wanted to help create it.

We needed a way to give KFC fans genuine control, but work within strict timeframes that ensured perishable stock was available and at its freshest.

The Colonel's Burger Builder experience was born. 
A competition that encouraged KFC fans to build their own burgers online, via a Facebook iframe and a microsite. They could add ingredients that weren’t currently on the menu, and even name it after themselves.



Entries were shared across social media, and showcased in a mouthwatering image gallery.

But the crowning glory? The winning burger, voted for by fans, was added to the KFC menu.