Delivering an unforgettable night at KFC UK & Ireland’s pop-up pub The Colonel’s Arms Delivering an unforgettable night at KFC UK & Ireland’s pop-up pub The Colonel’s Arms

Delivering an unforgettable night at KFC UK & Ireland’s pop-up pub The Colonel’s Arms


The same day England was to face USA in the 2022 FIFA World Cup, we prepared to open KFC’s first-ever pub, The Colonel’s Arms, with Jimmy Bullard as acting landlord. Social teasers, a pub tour, and a ticket giveaway had fans lining the street on Fulham Palace Road in Hammersmith, London for KFC table delivery and a night out like no other.

The brief

During the FIFA 2022 World Cup, a time when consumers are inundated with marketing communications, KFC needed us to drive buzz around their KFC Delivery offer and boost engagement with their brand on social—both in the lead up to and during their Colonel’s Arms pop up as part of an experiential campaign with very tight production timings.

The results

7m+ views
34k+ engagements
4.9m reach
87k impressions (exc. Reels and TikTok)

Our solution

We aim to leverage earned reach wherever possible by always seeking to start a conversation or give people a reason to interact. The Colonel’s Arms was no different. 

But unique to this campaign was the need to get The Colonel’s Arms due attention at a time when KFC had multiple comms going live. On top of that, the pub’s tight building schedule gave us only a few days to turn around our content and get it live whilst the pub remained open for business.

We recruited former England player and TV personality Jimmy Bullard to act as our pub landlord. A personality synonymous with KFC’s brand persona—the loveable rogue—his presence gave us the cut-through we needed during the overly saturated World Cup period to ensure our message was heard in time.

When it came to our content, we decided that to maximise attention, we’d put all key messaging in the first few seconds of video: that KFC had opened a pub, that there’d be free Original Recipe chicken delivered straight to table, and that Jimmy Bullard would be pulling your pints. To boost advocacy among our audience, we decided to give them ample opportunity to win tickets to this exclusive experience by first joining in on X and Instagram, where KFC’s community thrives.

The Colonel’s Arms was a treat for the eyeballs as well as the taste buds, and as such demanded an audiovisual medium to best promote its attributes. So for the next stage of the campaign, we prioritised Instagram and TikTok, knowing video content on these platforms would let us properly showcase the pub and let Jimmy’s personality shine. X was sidelined to avoid The Colonel’s Arms content getting lost among high output from the brand.

Here we published two pieces of content. The first, The Landlord’s Tour, was an MTV Cribs-style piece, with Jimmy Bullard giving the audience a full tour of the pub. The second was a set of Instagram Stories set for opening night, as England prepared to face the USA.

We captured live scenes from the pub throughout the night, and though neither England or USA managed to score a goal, the launch was a victory for KFC.

“The Colonel’s Arms pub was such a key moment for KFC last year. Not only did it stand as a truly distinctive platform for our KFC Delivery proposition, but it also gave us the right level of disruption to ensure cut-through during the busy World Cup period. Against a complex pub build, the SocialChain team worked tirelessly, and through the night, to capture content to amplify the activation across social and drive engagement.”
Andrew Hendry
Social Media Manager
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