Working with UK agency Mother, KFC launched the Chicken v Turkey Christmas campaign across multiple markets. While the idea travelled well, we identified a critical cultural gap in Ireland, where St Stephen’s Day holds far greater relevance than the Boxing Day framing used elsewhere.
Many global brands default to Boxing Day language in Ireland, unintentionally signalling cultural distance. We saw an opportunity to turn that tension into a creative advantage.
We led the development of a one day, Ireland first campaign that reframed the global platform through a distinctly local lens. Building on the Turkey baiting idea, the work celebrated St Stephen’s Day as its own moment, playfully rejecting Boxing Day terminology and asserting a uniquely Irish point of view.
The creative was designed to feel bold, self aware, and culturally fluent. A hero film anchored the idea, supported by social placements that met audiences where they were already spending time. Instagram Stories carried the message in a native, snackable format, while local media partners such as Joe.ie helped amplify the UnBoxing Day concept and drive traffic to the full film on YouTube.
The result was a campaign that demonstrated how global brands can earn local relevance by listening closely, speaking correctly, and showing up on the right day in the right way.
Can see the full JOE article here
