KFC is reinventing the art of sharing with a campaign that turns mealtime etiquette upside down. With the launch of Fight for the Last Bite, created in collaboration with McCann WorldGroup Romania and McCann Poland, the brand has transformed the age-old question of who gets the final piece of chicken into a fast-paced, competitive experience.
The idea plays on a universal moment: friends hesitating over the last piece in a bucket, each politely insisting the other should take it. KFC flips the script, turning courtesy into a contest and inviting fans to fight — literally and playfully — for the last bite.
At the center of the campaign is TikTok sensation Ken Lee, known as “the fastest man on social media.” With more than three million followers, Lee built his reputation by grabbing objects at lightning speed, leaving fans guessing what he was training for. The answer, it turns out, was KFC’s ultimate challenge: proving his reflexes against anyone bold enough to go for that last piece of chicken.
The campaign rolls out across TikTok, Instagram, and YouTube with branded content, influencer activations, and limited-edition buckets. A live showdown featuring Ken Lee will headline the initiative, with fans encouraged to share their own “last bite battles” online. Influencers Bartek Kubicki and Czarek Jóźwik are also joining the fray, amplifying the campaign’s reach among Gen Z audiences.
For KFC, Fight for the Last Bite is more than a stunt — it gamifies the dining experience, turning food into entertainment and connection. “It’s crucial for brand health to stay relevant to younger audiences,” said Ana Latos, KFC marketing manager at AmRest Poland. “This campaign meets them where they are — on TikTok and Instagram — while bringing the fun into restaurants too.”
Ioana Zamfir, chief creative officer, added: “We wanted to take a simple product truth — that competition always sparks over the last piece of chicken — and turn it into an engaging, gamified experience. Ken was the perfect catalyst to make it real.”
Michal Sosinski, deputy creative director at McCann Poland, echoed the excitement: “After more than a decade of collaboration with KFC, bringing an idea this playful to life with such a talented team is unforgettable. It’s not just a campaign; it’s a brand experience.”
With Fight for the Last Bite, KFC has once again shown how to blend food, humor, and digital culture into a recipe for buzz, making even a chicken bucket part of a global conversation.
