11 Spices QR Puzzle
KFC
Campaign Objective
To engage fans by using a hidden QR code that starts an 11-part puzzle narrative tied to KFC’s “11 herbs & spices”.
Campaign Story
In July 2025, KFC aired a TV commercial featuring Matty Matheson where a hidden QR code was tattooed on his arm. Scanning the code opened an 11-stage online puzzle (one stage per secret spice). Each stage winner was awarded free KFC (e.g. 11 months of free chicken for first winner).
Execution
Air TV ad starring Matty Matheson with a hidden QR code on his tattoo
QR code directs to an 11-stage online puzzle platform themed on KFC’s spices
Participants scan QR and solve puzzles, with winners from each stage getting free KFC.
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