Minions & Monsters Take Over KFC Across Europe

To mark the theatrical release of Minions & Monsters, KFC is unveiling a new collaboration with NBCUniversal and Illumination. Developed in partnership with Busterwood, the agency behind the connection between the two brands, the initiative comes to life through an international campaign conceived and led by Havas Paris and KFC France, and rolled out across 21 European markets.

Extending the film universe beyond the big screen

KFC partners with one of the most popular animated film franchises to deliver an experience that extends the world of the Minions far beyond the cinema. The 360° campaign spans film, digital, social media, influencer marketing, out-of-home and in restaurant activations.

Minions x KFC mini-figures: a collector's item designed for gen z

At the heart of the collaboration is a collection of five mini figures inspired by the highly popular Hippers collectibles, available through blind bags.

The figures bring the Minions & Monsters characters into KFC's iconic buckets, creating a crossover between the two worlds. A mystery figure, produced in very limited quantities, completes the collection and further enhances the desirability of the campaign.

Chicken - Banana: the collaboration's signature combination

No Minions collaboration would be complete without bananas.

KFC transforms the character's most iconic obsession into a product innovation platform, featuring a banana dipping sauce for tenders, a Minions-eye stamped burger (available in selected markets), a Crousti'Kream Banana Crush dessert, a banana-flavoured lemonade and dedicated packaging inspired by the franchise.

The menu launched on June 17th across many KFC European markets, followed by France on June 24th, coinciding with the film's theatrical release.

“The Minions are one of those rare franchises capable of bringing multiple generations together around a shared imagination. This collaboration gave us the opportunity to explore new territories in product innovation and to enrich the consumer experience through an exclusive premium collection, a true meeting point between both worlds. A proposition that is entertaining, generous and unmistakably KFC, designed to resonate across all our European markets,” said Margaux Wanin, head of brand, KFC France.

A campaign rooted in social culture

The campaign is powered by Chicken Banana by Crazy Music Channel, a viral music phenomenon widely popular with younger audiences, with more than 250 million views on YouTube. Music rights were secured and integrated into the project with the support of Prose On Pixels.

The campaign runs across cinema, TV, social media, digital, out-of-home and in-store.

For Ludovic Miège, creative director at Havas Paris, “The worlds of Minions and KFC naturally overlap through their shared codes, humour and playful energy. We designed the campaign as a playground where every element connects, from the product innovations to the collectible mini figures.”