KFC is jumping into bed with Marvel villain Doctor Doom as part of a major collaboration with Marvel Studios’ new movie, “Avengers: Doomsday”, rolling out across more than 100 countries ahead of the film’s official release in December.
The new global campaign features 60, 30- and 15-second spots and has been devised by Mother. It opens on a destroyed cityscape following an epic battle with the Avengers as Doctor Doom surveys the damage from above.
As the camera moves in on the wreckage of takeaways and resturants, a version of the 1950s Dion classic Oh Happy Day plays. The scene then cuts to an undamaged KFC restaurant in the middle of the carnage, as the voiceover states: “KFC has come to an agreement with Doctor Doom.” Then it switches to a shot of a burger in a black bun as the voiceover adds: “And all we had to do was create the Doom Burger.”
The campaign is being supported by a limited-time Doctor Doom-inspired menu, limited-edition packaging in a dark, iron-riveted design featuring Doctor Doom’s mask, exclusive Colonel Sanders Cosplay Collection figurines and in-store activations, all built around a single character and a single idea.
Running across video, out-of-home, social, in-restaurant and packaging in participating markets, the campaign video has been adapted for each market.
Developed by KFC UK&I on behalf of KFC Global, it launches in the UK and Ireland on next week and rolls out across participating markets through December, and will run until the end of January. Menu items, packaging and collectibles vary by market, although the collaboration is not available in the US, India or China.
KFC chief concept officer Christophe Poirier said: “This is KFC’s most expansive joint venture to date, and we can’t wait to welcome guests into our extension of the MCU.
“We’re not just teaming up with the most anticipated movie of the decade. We’re leaning into its biggest, baddest character, and delivering a menu worthy of the moment. This isn’t just about chicken – it’s about putting KFC at the heart of a global cultural phenomenon in the most epic way we could.”
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