MAFS x KFC 2025 - Nine for Brands

Elevating KFC's iconic chicken to cult status

As a longstanding partner of Married at First Sight, KFC aimed to elevate and expand their integrated partnership in 2025. While KFC enjoys strong brand awareness, the challenge lies in elevating the perception of their core chicken products – Original Recipe, Zinger, and the new Original Crispy range – beyond the general "fast food" category. The goal was to forge a stronger emotional connection with consumers and cultivate a sense of desire and "must-have" status around these iconic menu items.

Feasting on fame: KFC becomes the heart of MAFS most celebrated moments

Nine organically wove KFC's hero products (Original Recipe, Zinger, and the new Original Crispy range) into key social and celebratory moments within MAFS 2025. By showcasing relatable and likable contestants genuinely enjoying KFC, we aimed to elevate the brand beyond typical fast food perception and establish a "cult status" around their core offerings. This was achieved through authentic in-show integrations that felt natural to the MAFS narrative and resonated with the audience's desire for shareable, enjoyable experiences.

This year's approach moved beyond simple product placement by focusing on creating experiential moments centered around KFC. Instead of just seeing contestants eat KFC, we saw KFC being the catalyst or centerpiece of fun, light-hearted interactions and celebrations.

Leveraging the social dynamics of MAFS, the execution focused on creating experiential moments where KFC was not just consumed, but acted as a catalyst for fun, light-hearted interactions among likable contestants. This approach moved beyond traditional product placement to establish KFC as a natural choice for enjoyable group experiences, aligning with the brand's "lovable larrikin" persona and subtly weaving in product vernacular to build familiarity.

Key integration moments included a "Girls Night" in-show segment, showcasing KFC as a spontaneous and enjoyable treat during casual social gatherings among the female participants. The scene emphasised the casual enjoyment of KFC in a relatable "girls night in" scenario. The dialogue was natural, with a genuine expression of excitement for the food. The visual framing ensured clear visibility of the branded bags and the hero products (likely showcasing a variety including Original Recipe, Zinger pieces, and potentially Original Crispy tenders).

Our multi-platform approach ensured KFC was present across every touchpoint of the Married at First Sight experience. In-show integrations created genuine narrative relevance, while a comprehensive suite of dynamic formats extended reach beyond the episodes.

This cross-channel strategy maximised visibility and reinforced KFC's brand messaging throughout the season. Each execution was designed to feel natural and engaging, keeping KFC top of mind and driving not just awareness but a deeper emotional connection with its target audience.