• by Teresa Buyikian , June 17, 2026

KFC may be known for its family-sized buckets of chicken that feed a small army, but a new campaign directly targets those who prefer to dine alone.

The brand rolled out a new campaign for its latest menu addition in Sweden of the Bucket for One, which, as the name implies, isn’t meant for groups and is “sized and priced for solo consumption.”

Working with Uncommon Creative Studio Stockholm, the new campaign explores methods for customers to keep others away from their personal bucket of chicken, and “brings selfish instinct to a brand that has always been built on a notion of sharing.”

OOH ads depict extreme close-up shots of customers licking, poking and coughing on their bucket of fried chicken, thus making it absolutely un-sharable. Copy reads “Protect your Bucket for One by any means necessary.”

“KFC Sweden has spent more than a decade bringing people together over a bucket. But sometimes you just want it all to yourself,” said Axel Ericsson, brand manager at KFC Sweden. “With the launch of Bucket For One, we wanted to give people permission to be selfish about their tasty fried chicken.”

Sharing “Sweden’s most absurd anti-sharing tactics,” a behind-the-scenes short film, seen here, shows the “Bucket For One” campaign shoot in hilarious extreme close-up detail.

According to the brand, the campaign was inspired by a recent “Attitudes to Sharing Fast Food in Sweden” Quant survey of 18-35 yr.-olds from Attest that found t“seven in 10 young Swedes express frustration when forced to share their fast food, but a mere 9% possess the courage to say ‘no.’”

The effort will run across social and online as well as in OOH placements in Sweden “and beyond.”