KFC’s new Boxfull value range packs far too much chicken for ordinary cardboard to contain.

But in a crowded value category where every brand promises more, we couldn’t simply rely on sensible price-led messaging. KFC needed to make the ridiculous quantities of food inside Boxfull impossible to ignore.

So, we turned this abundance into a feat of food engineering by creating the fictional KFC Box Lab where scientists carry out experiments in pursuit of the perfect box. One that stands up to the gruelling  pressure of excess chicken. 

The Box Lab is a physical manifestation of KFC’s belief that excellent value comes from an obsessive commitment to doing things properly by going full chicken.