KFC's Fragrance “No.11 Eau de BBQ”
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- KFC's Fragrance “No.11 Eau de BBQ”
REACH
Coverage in approximately 6–10 countries, including the UK, USA, Australia, and India.
Viral traction far surpassed the brief, putting the campaign in front of millions worldwide.
ADVERTISING VALUE:
£1.25 Million Estimated Earned Media Value.
Equivalent to the cost of paid advertising to generate similar coverage.
PURPOSE DRIVEN
100% Of sales proceeds were pledged to the KFC Foundation.
Supporting youth empowerment initiatives across the UK.
How KFC’s Bespoke “No.11 Eau de BBQ” Fragrance Sparked Global Headlines
When KFC’s PR team set out to create buzz around the launch of their new Ultimate BBQ Burger, they didn’t stick to traditional tactics. Instead, they turned to an unexpected but powerful tool: fragrance.
Together we crafted “No.11 Eau de BBQ” — a bespoke scent designed not just to promote a product, but to extend their brand story into a new sensory dimension.
Our task was simple, but ambitious: capture the imagination and appetite of KFC fans worldwide through scent.
We weren’t just creating a novelty item.
We set out to craft a scent that could trigger an emotional and sensory response, making people genuinely salivate at the thought of a smoky, flame-grilled feast.
No.11 Eau de BBQ is a fragrance carefully engineered to evoke the mouth-watering experience of a classic British barbecue, while still remaining playful, clever, and unexpectedly wearable.
Unbelieveable ROI on spend, estimated over 1000%
- Estimated Global Reach: Coverage in approximately 6–10 countries, including the UK, USA, Australia, and India.
- Over 250 Earned Media Hits: Stories featured across online, print, and broadcast outlets, with appearances on top U.S. nightly shows and mentions from Hollywood celebrities.
- £1.25 Million Estimated Earned Media Value: Equivalent to the cost of paid advertising to generate similar coverage.
- Designed for the UK Market, but Went Global: Viral traction far surpassed the brief, putting the campaign in front of millions worldwide.
More than a fragrance, with even longer-lasting impression
The fragrance was beautifully packaged to reflect KFC’s brand identity, reinforcing the premium, limited-edition appeal. And if the scent story wasn’t enough; 100% of sales proceeds were pledged to the KFC Foundation, supporting youth empowerment initiatives across the UK; the perfect emotional resonance to a campaign - reinforcing KFC’s values.
It sold out. Fast.
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“We wanted every spritz to feel like stepping into a summer barbecue - smoky embers rising, spices hanging deliciously in the air, but crafted in a way that was elevated, cheeky, and sophisticated enough to surprise even the fragrance enthusiasts. It wasn’t about making people smell like fried chicken - it was about bottling the irresistible essence of flame-grilled anticipation, blending nostalgia, hunger, and fun into a scent that fans would love and press couldn’t resist.”
Lloyd Naake, The Perfume Studio, Managing Director commented.
The result was a fragrance that didn’t just complement KFC’s campaign - it amplified it, giving customers and media alike something tangible, memorable, and deeply tied to the emotional core of the brand.
The fragrance profile for KFC's bespoke fragrance
- Base Notes: Charcoal and smoke; creating a warm, lingering foundation, evoking the familiar embrace of a freshly lit barbecue.
- Heart (Middle) Notes: Rich, warm woods; adding depth and sophistication, grounding the scent in the comforting, smoky aroma of an open flame.
- Top Notes: A secret blend inspired by KFC’s legendary 11 herbs and spices, combined with a delicate hint of marinated meat — creating an initial burst of spice and savoury warmth that immediately stirs the senses.
"No 11 Eau de BBQ captures the mouth-watering scent of our brand-new Ultimate BBQ Burger, allowing you to sizzle with every spritz."
PR Coverage
£1.25 Million Estimated Earned Media Value: Equivalent to the cost of paid advertising to generate similar coverage.
