KFC is well-known for its innovative branding campaigns, and the fast-food giant has done it again, hilariously roasting Instagram influencers with the creation of a virtual Colonel Sanders.

The social-media campaign—teased on Twitter and Facebook—pokes fun at the fame people and brands attempt to gain on social media, specifically Instagram.

Some of the Colonel’s posts include a “secret recipe for success” tattoo on his abdomen and amusing lines such as “I may be a restaurant mogul and international inspiration, but I’m still just a kid who loves being in the kitchen”.

KFC plans to use the virtual spoof character to promote partnerships with US brands such as TurboTax and Old Spice. Both TurboTax and Old Spice work with creative shop Wieden & Kennedy, which has been KFC’s agency for years.

KFC’s latest campaign comes off the back of the traction social media influencers have been gaining.

In January, Ad Age reported influencer marketing firm Klear counted more than two million sponsored influencer posts on Instagram last year, which is up 39 percent over 2017.

Furthermore, over a billion people use Instagram each month, according to the company’s latest official statistics.