Thailand – KFC has ignited a seemingly disastrous endorsement to promote the new ‘Buldak Dunked Wingz’ in collaboration with Publicis Thailand.
Orchestrating a social media frenzy, KFC and Publicis Thailand teamed up with food influencer Bankii. In an advertisement, KFC unveiled the influencer’s unfiltered reaction as he tried the Buldak wings. Struggling to handle the spice, he threatens legal action against KFC if it airs the ad.
As KFC continued to roll out the ad on major platforms, Bankii seemingly fought against it by warning viewers of the wings’ spice level.
Still part of the stunt, Bankii also went on a talk show to fuel the controversy.
KFC and Publicis Thailand used reverse psychology in their marketing stunt, using Bankii’s reaction to spark curiosity among viewers.Last year, KFC Thailand also released a campaign for its ‘Kai Jai Ded’ spicy popcorn chicken, highlighting the need for handkerchiefs to wipe tears from spiciness.
Singapore – KFC is dishing out a fix for women’s generally tiny jean pockets this International Women’s Day. Collaborating with denim label Pinheads and creative innovation company R/GA, the fast-food chain has unveiled the ‘Pocket Fix,’ addressing the unequal pocket sizes between men and women.
The ‘Pocket Fix,’ which fits KFC’s ‘Pockett’ wraps, can be stitched to fashion items needing compartments. Made from Japanese denim, the attachable pockets bear KFC’s distinct elements: red and white stripes topped with the Colonel’s bolo tie.
More than a functional fashion statement, KFC’s ‘Pocket Fix’ is challenging the gender bias seamed into women’s pocket sizes.
To amplify the campaign, KFC is collaborating with Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim. While stitching the ‘Pocket Fix’ into their pants and dresses, the influencers are also pointing out the lack of practical pockets in women’s apparel.
The pocket pattern will be made available on Pinhead’s website, allowing anyone to download it and create their own pockets.
“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone,” Jalene Seah, co-founder of Pinheads, said.
“Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function,” Seah added.
“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile – and maybe even makes fashion take note,” Jaslyn Lam, marketing director at KFC Singapore, said.
Carmen Ang, senior art director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”
Singapore – KFC has teamed up with R/GA Singapore to create ‘Jingle Your Tastebuds’ remix to pair with Parmesan Truffle Chicken.
Through ‘sonic seasoning,’ a neuromarketing technique, KFC and R/GA have released a musical remix of ‘Jingle Bells’ that scientifically matches and elevates the flavours of Parmesan Truffle Chicken.
To create the soundtrack, KFC and R/GA collaborated with Gemma Calvert, a professor from Nanyang Business School and Massive Music. By matching sound elements with different food textures, Calvert’s team found the optimal sonic seasoning that pairs with the chicken’s umami taste.
Think we were making it up? Our Sonic Seasoning music track for the Parmesan Truffle Chicken is proudly brought to you by NTU’s professor of Neuroscience, Prof. Gemma Culvert, head on over to the Spotify link in our bio and try the Sonic Seasoning with the Parmesan Truffle Chicken. Here’s a sneak peek at what went down. #kfcsg#kfcsingapore#KFCParmesanTruffle#SonicSeasoning
The sensory experience aims to regain customers’ excitement around the Parmesan Truffle Chicken amidst the holidays in Singapore. With a reimagined classic Christmas track, KFC and R/GA have set out to create a unique holiday experience for Singaporeans.
‘Jingle Your Tastebuds,’ is available on Spotify. The QR code to KFC’s Spotify page can also be found across out-of-home ads, film, and social media.
“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience. It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest,” Calvert said.
Jaslyn Lam, director of marketing and food innovation at KFC Singapore, commented, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favorite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”
“No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken,” Ed Cheong, executive creative director at R/GA Singapore, said.
Bangkok, Thailand – KFC Thailand is bringing back the ‘Kai Jai Ded’ spicy popcorn chicken with its latest campaign. The campaign features a remix of the song ‘Pa Chet Na,’ expressing the need for handkerchiefs to wipe spice-induced tears.
The Kai Jai Ded, popcorn chicken drenched in spicy sauce, was first launched in February 2024 as a limited-edition offering. Its return is a tribute to Thailand’s enthusiasm for bold flavours.
As part of the campaign, KFC is also releasing limited-edition handkerchiefs, adding to its variety of merchandise. Customers can get the handkerchief until Oct. 30.
To amplify the campaign, KFC Thailand released a music video starring TikTok sensation Pete Pamana. As he dances to ‘Pa Chet Na,’ he also invites fans to join through TikTok.
“It’s a spice challenge like no other, and the fire is real. Thanks to popular demand, we are thrilled to bring back ‘Kai Jai Ded’, now adding music, giveaways and KFC’s signature zest and spice to complete the full experience. From TikTok challenges to limited-edition handkerchiefs, we’re making this comeback one to remember,” Suhayl Limbada, chief marketing officer of KFC Thailand, said.
Thailand – KFC Thailand is honouring the team behind its success in celebration of its 40th anniversary and the birthday of founder Colonel Sanders through a showcase of their hard work.
As a tribute to its employees, KFC is releasing a yearbook highlighting the team’s efforts to support the company for 40 years. They are also spotlighted in KFC’s new ‘Happy Birthday’ music video made in partnership with Thai singer BamBam Kunpimook.
In celebration of Sanders’ birthday, KFC also offers free chicken to customers ordering any chicken bucket worth 199 THB or more in physical stores from Aug. 29 to Sept. 25. For customers ordering through the KFC application, they can avail more pieces of chicken for a lower price every Tuesday from Sept. 9 to 13.
“This 40th Anniversary is a mark of respect and celebration for the good people around us; the ones that keep us loving what we do. Our people and our fans are the heart of our business; they are the 12th secret ingredient, and our growth and success as the No.1 QSR brand in Thailand is attributed to their brand love, genuine exchange and dedication,” Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said.
“And one more thing, we’re offering free delivery too on all orders of 350 THB or more throughout September, just to keep the good times rolling. Here’s to the next Finger Lickin’ Good 40 years,” Limbada adds.
Since establishing its first store in Thailand in 1984, KFC currently has 1,100 branches in the country.
Hong Kong – iProspect Hong Kong has recently spearheaded KFC Hong Kong’s brand campaign with the sought-after Japanese anime “Attack on Titan The Final Season”. This “Krunch! Chill Out and Attack On!” campaign marks another massive undertaking by KFC with an iconic anime IP.
Despite the anime’s focus on high-stakes battles against giant titans, iProspect demonstrated its expertise in orchestrating complex brand collaborations. Through its dedicated IP offerings and a blend of creative, media, and UX/UI elements, iProspect thoughtfully reframes these intense anime motifs in a way that resonates with the local market and aligns with KFC’s brand identity.
At the heart of the campaign is KFC’s brand positioning of providing a “Krispy” break – a moment of indulgence and relaxation amidst the daily pressures of life. This concept is brought to life through the animated commercials that integrated “Attack on Titan” characters into scenarios that mirror the daily struggles faced by the local consumers.
Leveraging iProspect’s creative expertise in marrying animated IP and the brand products seamlessly, the animated Titan characters were designed to carry KFC chickens in their hands, further echoing the KFC brand identity of playful and bold.
Moreover, one of the animated spots features the Attack Titan dressed in business attire who emerges to tell a stressed-out office worker “Feeling stressful? Eat KFC to relax! (有壓力？ 食件雞囉！)”. The other commercial features the Attack Titan who stopped the Jaw Titan with a student backpack who is overwhelmed with homework, to “Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你！)”.
These relatable scenarios, enhanced by the use of familiar Hong Kong idioms and colloquial phrases, further enhance the local relevance and resonance of KFC’s brand messaging.
KFC x Attack on Titan merchandise
iProspect Hong Kong and KFC have also developed a line of six exclusive merchandise items inspired by “Attack on Titan: The Final Season” character elements with a pun-intended product name in Cantonese – “Krispy Break” Maneuver Gear (唞唞「雞」動裝置)”, including ‘Krispy Break Titan Eye Mask’, ‘Survey Corps Neck Pillow with Cape’, ‘Infinite Stress Popping Bucket’, ‘Survey Corps Krispy Break Portable Fan’, ‘Titan “Kooling” Towel’, and ‘“Krispy Break” Acrylic Stand Blind Box’, aimed to remind working classes and students to take a break during their busy days.
KFC x Attack on Titan OOH activation
Both have also have taken the collaboration a step further by transforming the flagship KFC store in Causeway Bay into a fully immersive “Attack on Titan” experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.
The second floor also features two giant photo spots, recreating classic scenes from the anime. This first-of-its-kind move showcases KFC’s commitment to providing consumers with a 360-degree engagement that aligns with their brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.
KFC x Attack on Titan store wrap
Lastly, to further reinforce the brand’s role in providing a moment of respite and relaxation, KFC created an opportunity for the audience to reflect on their daily stresses and the need for a break. Leveraging iProspect’s UX/UI expertise, an interactive “Titan Attribute” game has been implemented to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods.
Janet Lau, marketing director of KFC HK & Macau, said, “We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration. The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.”
KFC x Attack on Titan “Titan Attribute” game
Meanwhile, Christa Ma, business director at iProspect Hong Kong commented, “This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.”
The campaign is running from 22 August to 18 September and being promoted across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising, influencer social media channels, print ads, MTR network, domination of the Causeway Bay KFC flagship store and all other KFC stores.
Bangkok, Thailand – To celebrate Thai flavours, KFC Thailand has launched its latest campaign, the ‘Zabb Festival,’ paying homage to the iconic Zabb taste by bringing back the fan-favourite KFC Crispy Zabb Skin to its menu.
KFC’s ‘Zabb Festival’ is crafted for Thai cuisine lovers and spice enthusiasts. The campaign features flavour-packed menus, allowing fans to indulge in the return of the KFC Crispy Zabb Skin, now available in two new offerings: ‘The Box All Zabb’ and the ‘Zabb Snack Box’.
The campaign will run for a month and be available at over 300 KFC locations across 55 provinces in Thailand. This is part of KFC Thailand’s 40-year anniversary celebration, inviting Thais to create unforgettable memories with iconic local flavours.
Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said, “Our iconic Zabb taste is something worth celebrating. As we turn 40, we couldn’t think of a better way to mark the occasion than by offering a feast of Zabb-flavoured treats that will make every Zabb fan jump off their seats. In the best kind of way! This includes the return of our spicy chicken skin, but it’s only available in limited restaurants, so get it while you can.”
Singapore – As part of its campaign to promote the ETC (Extra Tasty Crispy) Burger, KFC Singapore has teamed up with Havas Media Singapore and Plan B Media to captivate audiences with an innovative 3D anamorphic display at Wilkie Edge and Ten Square.
KFC’s immersive 3D ad display will present the iconic ETC Burger in a larger-than-life format across synchronised dual screens, featuring captivating 3D effects. Displayed at Wilkie Edge and Ten Square in Singapore, viewers can anticipate the grand entrance of the ETC Burger on a KFC red carpet across both screens.
The ad will also highlight the burger’s irresistible features, including fresh pickles, extra crispy fillet, and KFC’s secret sauce, promising an extraordinary sensory experience for all.
In April, KFC Singapore also hosted the ‘Ultimate Burger Takeover’ at PLQ Mall, treating fans to a burger-only menu and an immersive burger-themed experience through photogenic installations, limited edition merchandise, and fun games.
Juliana Lim, senior director of marketing and innovation at KFC Singapore, shared, “We’re always on the lookout for new and inventive ways to elevate the KFC experience, pushing creative boundaries to captivate audiences. With our commitment to providing the best chicken burgers in town, the ETC Burger represents our dedication to continually improving and enhancing our menu offerings.”
Meanwhile, Kelvin Goh, senior media director at Havas Media Singapore, commented, “We are thrilled to bring the ETC Burger to life in a truly spectacular way and create more unforgettable moments that resonate with consumers and KFC fans alike!”
Thailand – KFC commemorated the ‘KFC celebrated Colonel’s 9.9 Birthday’ by launching a ‘Billion Heirs’ inheritance giveaway. The event included a tribute to Colonel Sanders’ prospective heir of 2.4 billion Baht. People from all over Thailand flocked to KFC restaurants to claim a piece.
The campaign sparked interest in every community in the pursuit of wealth. The “Billion Heirs” initiative, which promised an opulent 2.4 Billion Baht giveaway, including a Toyota Yaris Car 1.2 Sport and 8 million discount vouchers, ruled billboards, newspapers, television, and online platforms.
Speaking about the campaign, Suhayl Limbada, chief marketing officer of KFC Thailand, said, “The results were astounding. The campaign’s triumph was attributed to its simplicity, increased winning opportunities, and distinctive communication approach. Our KFC customers and fans brought the energy and excitement, making it the biggest lotto marketing campaign in Thailand.”
“KFC Thailand would like to extend a heartfelt thanks to every participant and congratulate all our heirs for helping us make this campaign a resounding success; this is a testament to KFC’s commitment to delivering unmatched exhilaration and joy to customers – and we certainly won’t stop at a Billion,” Limbada added.
Meanwhile, Park Wannasiri, chief creative officer of Wunderman Thompson Thailand, commented, “We tailored the narrative to suit the Thai tradition of fortune-telling and we thought, why not make Colonel Sanders’ 2.4-billion-baht fortune the star of the show. This was an impactful strategy, ultimately allowing all Thais to become ‘Colonel’s heirs’. We created an enjoyable, thrilling experience, granting everyone the right to become ‘Colonel’s heirs’, with a simple and affordable purchase of the KFC menu starting from 99 baht.”
KFC Singapore spices up SGAG office in flavour-packed campaign to bring back a fan-fave menu
Singapore – Global fast-food chain KFC has partnered with Havas Media and media company SGAG for its latest campaign that announces the return of a well-loved KFC menu.
The fun campaign featured a secret operation orchestrated by KFC, Havas Media, and select SGAG members in the SGAG office. The special surprise is to announce the return of KFC’s fan favourite, ‘Cheesy Zinger Meltz’.
For the grand reveal, SGAG cast members Sean and Amy enter the office holding a Cheesy Zinger Meltz and are accompanied by KFC balloons and party hats, turning the office atmosphere into a full party.
Other cast members, including Xiaoming, Nancy, and Syakeel, also joined in on the fun. And for every game or challenge won, the members can have as many of the Cheesy Zinger Meltz as they want.
The launch party was captured on reel and shared on SGAG’s TikTok, Instagram, and Facebook with supplementary meme posts. It was also shared on the members’ Instagram stories to extend and amplify the viewers excitement for the comeback of KFC’s Cheesy Zinger Meltz.
Together with the comeback of the fans’ well-loved menu product, the fast-food chain will also be launching the newest addition to the menu, a limited-time ‘KFC Cajun Wedges’.
Kelvin Goh, media director at Havas Media Group Singapore, said, “The exclusive and carefully orchestrated launch party at SGAG’s office was a unique activation that does justice to an eagerly anticipated re-launch. Not only were we able to showcase the joyful reaction that KFC’s Cheesy Zinger Meltz brings, but the surprise activation also served a strong role in breaking the news on social platforms.”
Speaking on the campaign, Sheryl Thong, Director of Business Development at HEPMIL Singapore, also shared, “SGAG teamed up with KFC to bring the cheesy excitement right to our office! We’ve turned our office into a tasty haven with the delicious smell of KFC. Our team enjoyed fun challenges and got to taste the new KFC Cheesy Zinger Meltz before it’s available in stores. Working with KFC and the Havas Media team has been an amazing experience, and we’re excited to bring the latest zinger delight to our audiences!”
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