IAB Engage: KISS and KFC on Transforming Brand Partnerships Through Award-Winning Collaboration
An audience of 300 media professionals headed to Soho Place last week, for the IAB鈥檚 Engage2025. The fast-paced morning event was hosted by Absolute Radio鈥檚 Sophie K, featuring digital leaders and social media influencers.
KISS presenter Tyler West was joined by Jenny Packwood, Director of Sustainability and Social Impact at KFC, for a conversation hosted by Magic鈥檚 Neev Spencer. The trio talked about the ongoing partnership between KISS and KFC and how together they’re changing lives and communities for the better.
During the session they discussed how, what began as a traditional sponsorship of KISS, has evolved into an award-winning, purpose-driven campaign focused on empowering young people and spotlighting KFC’s community impact initiatives. The panel discussed how Tyler鈥檚 genuine connection with KFC and the youth audience made the messaging feel authentic and resonant.
Jenny Packwood outlined KFC鈥檚 strategic pivot from marketing chicken to highlighting its role in supporting young people, noting radio as the most trusted medium. She talked about how, with Bauer Media’s creative collaboration, the campaign has extended beyond the airwaves into live events, digital activations, and has even led to government collaboration with the Department for Work and Pensions.
The results of the campaign speak for themselves 鈥� KFC has seen double-digit growth in trust scores, an 80% increase in positive brand perception, and unexpected influence among policymakers. What began as a Gen Z-focused effort organically expanded its reach, proving that with authenticity and the right medium, brand campaigns can drive real-world impact.
Jenny finished the session with a story of how a new venture between KFC鈥檚 Hatch initiative and the government, came about after they 鈥渨ere approached by a Director at the Department of Work and Pensions who is huge fan of Tyler’s show鈥� We are this year, extending Hatch to work with the Government鈥�.
Other sessions included social media influencer Emily English and a live edition of podcast AI Haven鈥檛 a Clue, co-hosted by Bauer鈥檚 Head of Commercial Marketing, George Butler. Find out more about the IAB鈥檚 Engage .