Although the island of Mallorca is the largest of Spain’s Balearic Islands, it is still relatively small, with a population under 900,000 and covering 3,640 km2 (1,405 miles2 ), about the size of New York’s Long Island. As such, it’s no surprise that the local IKEA there is somewhat of a landmark, with people often using it as a navigational beacon of sorts and referring to its neighborhood, Poligono de Son Malferit, as “where IKEA is.”
What does this have to do with KFC you may ask? Our team in Spain, always looking for ways to be relevant to culture and to the local marketplace, picked up on this insight about the Poligono de Son Malferit and its association with IKEA when they recently opened a new KFC there. "The opening of this new restaurant is an opportunity to get closer to the inhabitants of this region,” Beatriz Martinez, KFC Spain Brand Manager explained. “That's why we try to find local insights that allow us to be part of their everyday life.”
So, the team created a KFC billboard that mimicked Ikea’s color scheme and font to direct people to the new KFC. At first glance, it looks exactly like an IKEA ad! The ad copy roughly translates to “We recently opened another KFC in Palma de Mallorca, but nobody really knew where it was, so we had to do this.” The brilliance lies in the fact that any local would immediately know where the KFC is based on the ad.