The Brief

When KFC first approached Ten Toes in 2021, the objective was clear: attract new customers by tapping into the scale and passion of sporting audiences. Rather than a one-off activation, KFC wanted something with longevity: a repeatable format that could live across seasons, showcase the brand’s personality and earn attention in a crowded social landscape.

The Insight

Sports fans connect deeply with players’ personalities, not just performances. The moments away from the pitch - friendships, humour and shared experiences - are often what audiences engage with most on social. By placing talent in relaxed, familiar settings, we knew we’d be able to unlock more authentic storytelling and stronger emotional connection on behalf of the brand.

The Idea

“Wingmen” was a social-first content series originally created to showcase the natural friendship between two Ten Toes clients, Trent Alexander-Arnold and Andrew Robertson. The format was initially unbranded and was centred around candid, unscripted conversations between footballing icons, filmed from the front seats of a car.

Following the success of the original series, KFC came on board as the sponsor for two subsequent seasons. 

The format evolved to feature a rotating cast of high-profile sporting ‘wingmen’, while retaining the core ingredients that made it work humour, chemistry and authenticity.

The Execution

Across the two multi-episode series, Wingmen featured some of the most recognisable names in sport, including:

• Jesse Lingard and Bruno Fernandes
• Ian Wright and Laura Woods
• Alessia Russo and Chloe Kelly
• Alan Shearer and Jermaine Jenas

The hero episode lived on KFC’s YouTube channel, while teaser/trailer content lived on talent and brand channels to drive viewers to the full episode.

The Results

Wingmen became one Ten Toes, and KFC’s, most recognisable branded content properties, delivering sustained performance over time:

• 195 million impressions
• 85 million views
• 9.5 million engagements

The success of Wingmen led KFC to commission Ten Toes to develop an additional repeatable content format with sporting talent at its core. The series was also shortlisted for the Branded Content Award at the 2024 Sport Industry Awards. By investing in a format built for longevity, KFC moved beyond short-term sponsorship activation and established a branded content series that fans actively returned to season after season.