Singapore — KFC Singapore is introducing its biggest local brand campaign, “How Do You KFC?,” celebrating the different ways customers enjoy fried chicken.
Fans are invited to share their eating rituals, with five chosen entries to be turned into limited-time menu items in stores. One participant will also receive free KFC for a year.
“Everyone enjoys KFC [in] their own way,” said Jaslyn Lam, director of marketing and food innovation at KFC Singapore.
The campaign brings two additions to the menu—the original recipe tenders and the original recipe burger—alongside the return of the well-known KFC Bucket.
Each is made using the Colonel’s Original Recipe of 11 herbs and spices, hand-breaded and pressure-fried.
“This campaign is about celebrating individuality, because when we let chicken be chicken, you can be you,” added Lam.
The campaign’s creative director, Reagan Raj from R/GA further described, “We’ve always known that eating KFC is more than just a meal, it’s a personal ritual.That simple but powerful insight gave us conviction to create a bold creative vision that celebrates the unique ways Singaporeans enjoy their KFC.”
Running across television, YouTube, outdoor, radio, digital, and social channels, the campaign is supported by a brand film and influencer features under the hashtag #YouCanBeYou.
Weekly spotlights will highlight the most relatable fan submissions.
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