Fast food’s fattest conversation-starter is back for another round as this FCB spot kicks off the return of KFC’s breadless Double Down sandwich.

Unsurprisingly, the project relies even more heavily on social media for both concept and promotion than the 2010 original. KFC comms director David Menis told AdAge that the dialogue “mimics the way people talk about the product online.”

And yes, there will be a user-generated content contest calling on fans to submit related selfies and dances as the campaign competes to attract more attention than the brand’s recent “chicken corsage” stunt.

Note that KFC did not go with the vaguely nationalistic themes of this 2003 Double Down predecessor:

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