The 2025 IAB Bookmark Awards, proudly sponsored by Rainmaker Media once again proved why they are South Africa’s most prestigious celebration of digital excellence and this year, KFC emerged as one of the night’s biggest winners, taking home the coveted Best Digital Brand title.
Hosted by the charismatic Sne Dladla, the ceremony brought together the country’s top creative agencies, technology innovators, marketers, and publishers. It was a showcase of South Africa’s ability to create digital work that doesn’t just make waves locally, but competes on the global stage.
A Winning Formula for Digital Storytelling
KFC’s digital dominance at the Bookmarks was no accident. The brand, in partnership with Ogilvy, clinched multiple golds for standout campaigns such as:
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KFC Sauce Code – a clever and interactive way to engage fans using a secret “sauce” of gamification and rewards.
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KFC Block Booked – a smart campaign leveraging social media’s power to spark cultural conversations.
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Your Ma Se KFC – a bold, locally relevant play on South African humour that resonated deeply with audiences.
Each of these campaigns combined creativity, data-driven insights, and a deep understanding of South African culture — hallmarks of what the Bookmarks celebrate.
Why This Win Matters for the KFC Brand
Winning Best Digital Brand is more than just a trophy for KFC; it’s a statement about its position as a cultural leader in the digital space. In an era where consumers are bombarded with content, KFC has mastered the art of cutting through the noise with campaigns that are entertaining, shareable, and most importantly, meaningful.
This achievement cements KFC as a brand that doesn’t just sell chicken — it sells moments, conversations, and connections. It shows that the brand understands how to adapt to changing consumer behaviour while staying true to its identity.
Setting the Standard for Digital Excellence
The IAB Bookmark Awards’ Executive Director, Chris Borain, summed it up best:
“Our winners are setting universal benchmarks, proving that digital marketing is not only growing in scale and skill, but creating work that competes on a global stage.”
For KFC, this recognition signals continued leadership in digital innovation, from playful brand storytelling to technology-powered engagement. It also positions the brand as a case study for others looking to blend creativity and cultural relevance to drive business results.
The Road Ahead
With the Bookmarks Digital Rankings set to be revealed later this year, all eyes will be on how KFC’s performance stacks up against other top digital players in the country. But one thing is clear — in 2025, KFC is serving more than just finger-lickin’ good chicken; it’s serving world-class digital creativity.
