KFC has decided to expand its consumer territory beyond lunch and dinner. The chain specializing in fried chicken has announced the launch of the “Merendilla Menu”, a proposal developed in collaboration with Nocilla that introduces the brand at snack time.

The menu includes a brioche bread sandwich stuffed with Nocilla and a fruit juice, and will be available for a limited time in the chain’s restaurants in Spain.

To communicate this, the creative activation recovers one of the most recognizable virals of Spanish digital culture: the video of La Pepi singing “Nocilla, what merendilla!”, recorded in 2019 on a beach in Cádiz. The clip, spontaneous and domestic, ended up becoming one of the most shared memes of the moment and has maintained a presence in the collective imagination years later.

Seven years later, KFC and Nocilla reinterpret this content with the participation of the original protagonist. The campaign, designed and developed by PS21 and MeMe – Jungle agencies – reactivates the iconic chant in a piece for social networks, adapted to KFC’s visual and narrative universe.

Beyond the nostalgic nod, the brand seeks to appropriate a moment of historically domestic consumption and transfer it to the QSR (quick service restaurant) space. Snack in Spain is associated with daily rituals and brands with a strong emotional charge, and KFC tries to integrate into that habit through a collaboration with a consolidated reference in homes.

The use of an archival meme also reveals another trend in communication: the strategic exploitation of digital nostalgia. Faced with the saturation of new stimuli, some brands are resorting to cultural codes already legitimized by the audience to activate memory.