MarketingEast Asia

KFC literally invites onlookers to shake their heads to promote new chip menu item

Gian Japsay - September 11, 2023

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Hong Kong KFC Hong Kong has unveiled a series of billboards throughout the city to promote the release of their newest product, the “FING FING Cajun Chips,” with the goal of capturing the curiosity of bystanders and causing them to shake their heads in wonderment to discover the product.

The marketing campaign makes engaging reference to the product’s name and defining characteristic (where “FING FING” stands for “shake” in Cantonese). Customers are urged to combine the chips and the Cajun seasoning sachet for an improved version of the Finger Lickin’ Good flavor and overall experience.

The billboards use a creative optical illusion that requires viewers to shake their heads in order to see a hidden message hidden within black lines. The simultaneous publication of other announcements about FING FING Cajun Chips in various press and media outlets throughout the city takes place at the same time as this strategy.

Speaking about the advertisement, Ms. Janet Lau, marketing director of KFC Hong Kong, said, “Our mission for this product is to get the whole of Hong Kong in the FING FING spirit and what better way to get the ball rolling than with the ads.” 

“It’s a simple way to connect the ads with the product incorporating the fun spirit of our brand,” Lau added. 

Meanwhile, John Koay, regional executive creative director of Edelman Hong Kong, said, “We want to get as many eyeballs on the new FING FING Cajun Chips launch as we possibly can – and playing with the product identity felt like the perfect way to do this in a playful and engaging way.”