🍗The Secret Ingredient in KFC’s Viral Marketing Strategy

KFC had a legendary recipe, but in the era of viral marketing, could a 77-year-old brand cook up something clever enough to break the internet—without spending a dime?

Here’s what you’ll learn:

• How a decades-old fast-food chain pulled off one of the internet’s greatest marketing stunts—without a single ad.

• The tiny detail that sat unnoticed for weeks before blowing up on social media.

• Why KFC’s strategy worked when so many other brands fail at going viral.

• The unexpected lesson this stunt teaches about branding in the digital age.

• What modern marketers can learn from a fried chicken chain’s social media masterclass.

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The Secret Recipe for Going Viral

In 2017, KFC had a challenge. Everyone knew about its famous 11 herbs and spices, but how do you make a decades-old recipe feel fresh in the age of social media?

Other fast-food chains were thriving on Twitter (now “X”)—Wendy’s had built a reputation for its sharp, witty comebacks, while brands like Taco Bell leaned into pop culture humor. KFC needed to stand out but without copying the competition.

Their goal? Reinforce their brand’s most famous asset—their secret recipe—while creating something so clever and unexpected that it would take on a life of its own.

What they came up with was so subtle, it almost went unnoticed.

A Hidden Joke, Waiting to Be Discovered

Instead of a flashy ad campaign or an aggressive Twitter persona, KFC did something different. They adjusted their official Twitter account to follow exactly 11 people: the five Spice Girls and six men named “Herb.”

That was it.

No announcement, no promotional push—just a silent joke waiting for the right person to notice. And for weeks, nobody did. The account sat there, its secret hiding in plain sight, until one observant Twitter user finally put the pieces together.

A Clever Win That Stands the Test of Time

One Twitter user finally spotted the pattern. His single tweet exposed the genius behind KFC’s strategy.

“@KFC follows 11 people—5 Spice Girls and 6 guys named Herb. 11 Herbs & Spices. I need time to process this.”

The post exploded. Fans, influencers, and news outlets quickly picked up the story, turning a small detail into a viral sensation. Twitter users flooded the replies with praise, memes, and sheer amazement at KFC’s creative execution. 

People who hadn’t thought about KFC in years were suddenly discussing its 11 herbs and spices. The brand had found a way to get millions of people talking—without spending a cent on traditional advertising.

KFC’s subtle Twitter play paid off in ways no traditional campaign could. The brand reinforced its legacy while proving it could adapt to modern digital culture. Years later, people still reference the stunt as one of the smartest social media moves in marketing history.

All because someone at KFC had the patience to let the internet figure out the joke on its own.

Turns out, the best marketing isn’t always about being the loudest—it’s about being the smartest.

🍫 Snackable Stats

​$36 million – The total amount the KFC Foundation has raised since 2006 to fund scholarships, emergency relief, and community programs for over 16,000 people in need.

$5.16 billion – KFC's annual sales in the United States, highlighting its significant domestic market share.

1.6 million – The number of KFC's followers on Twitter

30,000 – The number of KFC locations globally

145 – The number of countries and territories where KFC operates

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