Behind the Bucket
Behind the Bucket is a limited-edition, 27-page KFC publication that teases the legendary 11 Herbs and Spices only to reveal that the real secret was never the recipe. Supported by a collectible blind-drop campaign that turns brand mythology into must-have merchandise.
The 12 Secrets of the Colonel
❋ Insight
The recipe was never really the point. Copycat versions exist, none of them land the same way, and KFC knows it. The actual secret is the heritage; the story, the obsession, the decades of speculation. Leaning into that truth, with a wink, turns a potential brand risk into a genuine moment of connection.
❋ Challenge
For 72 years, KFC's spice recipe has been one of the most guarded and talked about secrets in fast food. That mythology is a genuine brand asset, but it has a shelf life. The challenge was finding a way to leverage that curiosity without deflating it: how do you "reveal" a secret and still leave people wanting more?
❋ Solution
Behind the Bucket is a 27-page promotional publication released as a limited online drop through the KFC website. Framed as the long-awaited reveal of the 11 herbs and spices, the book unfolds as a piece of brand storytelling, part history, part humor, part love letter to the Colonel. Ultimately, landing on the idea that the recipe was never KFC's secret weapon. The love was.
The limited print run and blind purchase model create urgency and exclusivity, turning the publication into a collectible rather than a giveaway. Positioned as a secret drop, pre-release buzz does the heavy lifting before a single page is read.
+ Publication Design
+ Concept
+ Creative Direction
+ Campaign Strategy
+ Advertising
+ Publication Design + Concept + Creative Direction + Campaign Strategy + Advertising