In 2023, gamers around the world were immersed in The Legend of Zelda: Tears of the Kingdom. But something unexpected happened: players noticed a character who looked suspiciously like Colonel Sanders. Even more surprising? For the first time in Zelda history, you could cook fried chicken. KFC Spain saw an opportunity and launched “The Recipe Run”, a campaign that challenged players to recreate the brand’s secret recipe inside the game—turning a coincidence into a cultural moment.
Campaign Overview
“The Recipe Run” launched as the first brand-created speedrun challenge inside Zelda: Tears of the Kingdom. Players were invited to cook KFC-style fried chicken using in-game ingredients and mechanics, then share their fastest runs online.
The campaign was supported by influencer content, social media amplification, and a leaderboard-style microsite. It tapped into the nostalgia of “Prize on the Stick” promotions and the thrill of speedrunning—while cleverly inserting KFC into a game it didn’t officially sponsor.
Campaign Objective
KFC aimed to:
Promote its fried chicken in a fresh, culturally relevant way
Tap into gaming communities across 17 countries
Reinforce its brand identity as playful, irreverent, and globally tuned-in
Drive organic content and engagement through gamified storytelling
The goal was to turn a game mechanic into a brand mechanic—and make KFC part of the adventure.
Execution
Speedrun Challenge: Players competed to cook KFC-style fried chicken as fast as possible using Zelda’s in-game cooking system.
Colonel Lookalike Activation: The campaign highlighted the in-game character’s resemblance to Colonel Sanders, turning him into an unofficial mascot.
Social Media Rollout: Gamers shared their runs using #TheRecipeRun, creating over 100 hours of organic content.
Microsite & Leaderboard: A dedicated site tracked top performers and rewarded creativity and speed.
Global Participation: Gamers from 17 countries joined the challenge, turning it into a cross-cultural celebration.
Brand Impact
“The Recipe Run” positioned KFC as a brand that understands gaming culture and knows how to play. It resonated with Gen Z, speedrunners, and nostalgic fans alike. The campaign also elevated KFC from fast food to fast fun—making its recipe part of the quest.
Results
The Recipe Run by KFC turned gaming into a marketing playground, engaging gamers from 17 countries in a unique virtual race to collect KFC’s secret ingredients. The campaign generated over 100 hours of organic content across major streaming platforms and became a viral hit in gaming communities.
It was featured in Contagious, Ads of the World, and PR Newswire, earning high engagement across Twitch, TikTok, and Reddit. The campaign achieved a notable lift in brand sentiment among gaming audiences, positioning KFC as an authentic, playful brand deeply connected with the gamer community.
Lessons Learned
“The Recipe Run” teaches us that culture is a playground. The campaign also shows the power of reactive creativity—when you spot a moment and move fast, you win hearts. And finally, it proves that games aren’t just entertainment—they’re ecosystems where brands can live, play, and grow.
