KFC turns pickle obsession into high fashion with ‘Picklecore’

KFC Australia has swapped its famous red for pickle green in Picklecore, a fashion-inspired campaign by Special Australia that turns a limited-edition gherkin menu into an entire aesthetic.

The campaign borrows the logic of fashion micro-trends, treating pickle obsession less like a flavour preference and more like something people might wear. Teaser billboards feature imaginary pickle lipsticks, watches and trousers, while a 15-second film gives the range the full high-fashion treatment, complete with techno soundtrack and glossy styling.

Special co-CCOs Tom Martin and Julian Schreiber said: “If Gorpcore could turn functional hiking gear into a high-fashion aesthetic, our Pickle Menu could do the exact same thing for pickles with Picklecore.”

The menu includes a Pickle Burger, Pickle Pepsi Max, Frickles and Pickle Loaded Chips, while Those That DO transformed a flagship restaurant with neon green lighting, pickle murals, stools and a three-tier pickle chandelier.

The green takeover is particularly striking given KFC recently rebuilt its global identity around some of its most recognisable assets.

But this is not KFC’s first attempt to turn gherkins into fashion.

Famous Campaigns has already covered its pickle-filled puffer jacket and a French pickle-themed nail bar.

KFC CMO Vanessa Rowed said: “‘Picklecore’ is more than just a menu launch – it’s an invitation to our fans and the ‘pickle-curious’ to experience KFC in a totally new way.”

The campaign runs throughout September across outdoor, social and audio.

It follows KFC’s recent Chicken Wine collaboration, another example of the brand stretching food into something designed to travel beyond the restaurant.

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