Tag: KFC

Hong Kong – KFC Hong Kong has once again joined forces with iProspect Hong Kong to launch a new collaboration, reimagining the legendary Japanese anime ‘Gundam Wing: Endless Waltz’ as part of the franchise’s 30th anniversary celebration.

Titled “Take a Break. Enjoy the Endless Crispy,” the campaign builds on KFC’s theme of encouraging a pause from the city’s fast-paced lifestyle. Reflecting this concept, the campaign features Gundam pilots—typically engaged in relentless battles—taking a moment to rest. The accompanying commercial blends action sequences, iconic anime lines such as “Target Lock On,” and stylised depictions of fried chicken to underscore the value of slowing down.

As part of the activation, KFC’s flagship store in Causeway Bay has been converted into a Gundam-themed space. The store features recognisable scenes from the anime, exclusive packaging, and life-sized displays for photo opportunities.

Complementing the in-store experience, the campaign introduces a collection of seven exclusive merchandise items. Designed with practical use in mind and paired with Cantonese pun-based names, the items reinforce the campaign’s core message. Leading the collection is the Wing Gundam Zero (EW) Container Bucket, featuring a luminous 3D Gundam design. Other items include an “Endless Break” wireless charger, a multi-purpose table mat, and a card holder.

The campaign also includes a user-generated content challenge that invites fans to showcase how they incorporate the themed merchandise into their daily routines. Selected participants will have the chance to win a round trip to Japan and tickets to the Osaka Expo.

Piera Chan, head of marketing at KFC HK & Macau, said, “We are truly grateful to be part of the sought-after Gundam 30th anniversary celebration. This collaboration allows us to connect with fans while celebrating the iconic franchise. In our campaign, even Gundam pilots, known for their endless wars, take a moment to pause and recharge, echoing our KFC’s brand positioning of ‘Take a Krispy break.'” 

The initiative underscores iProspect’s ongoing commitment to IP-led storytelling, backed by its integrated creative, media, and product expertise. The agency previously teamed up with KFC Hong Kong on a campaign featuring the popular Japanese anime ‘Attack on Titan: The Final Season’.

Jan Lee, managing partner & director of Dentsu Entertainment Hong Kong, commented, “It’s rewarding to see a beloved anime reimagined in a way that feels fresh and emotionally engaging. This collaboration goes beyond nostalgia—it’s about turning the anime’s spirit into a brand experience that resonates today. By blending storytelling, design, and cultural relevance, we aimed to create something that entertains, connects, and inspires.” 

Keith Liu, group creative director at iProspect Hong Kong, added, “We wanted to create a universe where even the fiercest pilots could pause, recharge, and enjoy a crispy break. It’s a playful yet powerful way to connect with fans through design, emotion, and shared culture.” 

Running from 3 July to 13 August, the campaign spans multiple channels, including television, digital, outdoor, print, and influencer marketing, with store-wide activations across all KFC locations in Hong Kong and Macau.

Thailand – KFC Thailand has launched a unique ‘Release a Chicken, Get Free Chicken’ activity in celebration of Fried Chicken Day on July 6, 2025. The event took place at KFC Central Westgate, Central Phitsanulok, and Robinson Lifestyle Prachinburi.

KFC Thailand’s activity encouraged customers to bring chicken-themed items to select KFC branches in exchange for a free fried chicken.

The activity saw participants presenting a variety of items representing chicken, including chicken squeeze toys, chicken-patterned rice sacks, and even individuals with names starting with the Thai consonant ‘Kor Kai’ (which means chicken).

To participate, customers needed to order at least one item containing chicken with no minimum purchase and present their chicken-themed item. The offer was limited to the first 200 customers per branch.

The initiative was based on an understanding of Thai people’s creativity and eagerness to participate in brand activities that allow for self-expression. KFC Thailand reported that the activity generated significant reach and interactions on social media. 

Suhayl Limbada, market lead & chief marketing officer at KFC Thailand, said, “The ‘Release a Chicken, Get Free Chicken’ activity on this year’s Fried Chicken Day received an overwhelmingly enthusiastic response beyond our expectations. We are delighted to see fans unleash their inner chicken spirit in creative ways.”

“We promise to continue developing fun campaigns and activities like this to deliver experiences that go beyond just delicious food, allowing chicken lovers to share happiness and great stories with us again,” Limbada added.

Australia – Socially-led creative agency We Are Social Australia has been appointed as the new social agency of record for KFC Australia, following a competitive pitch.

As KFC continues to evolve its role in culture and deepen its connection with younger, social-first audiences, We Are Social joins the brand’s agency roster to strengthen its social presence and cultural impact.

Following the launch of KFC’s new brand platform, FLG, We Are Social will lead social strategy and execution, delivering content that builds cultural relevance while driving retail. 

The remit includes always-on content, socially-led campaigns, influencer partnerships, and real-time activation. Work will be developed in close collaboration with Ogilvy and media partner Essence MediaCom, as part of the KFC agency village.

“Some briefs just hit different. KFC has real cultural clout, and we don’t take that lightly. We’re here to build on that equity with ideas that earn attention and spark the kind of conversations Australians actually want to be part of,” said Suzie Shaw, APAC CEO at We Are Social.

Meanwhile, Sally Spriggs, group marketing director of KFC Australia, commented, “We’re excited to be partnering with the team at We Are Social as we continue to build a strong connection between our iconic brand and young Australians.”

We Are Social also works with KFC in its Thailand office, which was launched in March this year following the appointment of Suzie Shaw as the agency’s new CEO for APAC.

Separately, KFC in Vietnam has appointed WPP Media as its media agency of record, where the agency will be taking on full responsibility for integrated media planning and buying, as well as analytics across the Vietnamese market, drawing on its in-house data & analytics capabilities and influencer marketing expertise through its specialist unit, GOAT.

Thailand – KFC Thailand has launched a new creative campaign to mark the comeback of its ‘Chilli Cheese’ menu items. The new ‘Can’t Trust Yourself When Chilli Cheese is Near!’ campaign hypes KFC Thailand’s limited-time offerings, available from June 26 to July 23, 2025.

To kick off the campaign, KFC Thailand is collaborating with actor Noi Chernyim for a humorous Chilli Cheese remix of the song ‘Anantapatchaye.’ This jingle is positioned as a self-control strategy for the fans unable to resist their cravings.

With the ‘music marketing’ strategy, KFC is also encouraging fans to show their own interpretations of the jingle through TikTok.

The campaign features a new commercial depicting a father’s struggle to resist the Chilli Cheese fried chicken he is bringing home for his children. Injecting humour, the video shows the father secretly eating a piece in his car before reaching home.

Additionally, the campaign is utilising out-of-home media spots nationwide, highlighting the limited-time menu.

Suhayl Limbada, market lead and chief marketing officer at KFC Thailand, said, “Chilli Cheese isn’t just another finger lickin’ good menu, it’s a national craving. Ever since it left our menu, fans haven’t stopped begging, bargaining, and demanding that we bring it back. It’s that dangerously delicious. It’s spicy, it’s cheesy, it’s addictive, and once you’ve had a bite, you don’t stand a chance. 

“This is a long overdue reunion. I think it should come with a warning label; it’s that tasty. People don’t just eat it; they fall into it. Helplessly. Happily. And this time, we’re not asking anyone to resist. Go ahead. Give in. You know you want to. Thailand asked…no, demanded, and we’re finally delivering. Welcome back to your obsession,” Limbada added.

The Chilli Cheese menu is available at all KFC branches nationwide, excluding Don Mueang and Suvarnabhumi Airports.

Vietnam – WPP Media, the media investment arm of WPP, has been appointed as the media agency of record for KFC Vietnam (Joint Venture Co Ltd) following a competitive pitch, taking on full responsibility for integrated media planning and buying.

As part of the mandate, WPP Media will also handle analytics across the Vietnamese market, drawing on its in-house data & analytics capabilities and influencer marketing expertise through its specialist unit, GOAT.

Shankar Rajagopal, CEO of WPP Media Vietnam, said, “We’re incredibly proud to be partnering with one of Vietnam’s most iconic restaurant brands. KFC is a beloved name with ambitious growth plans, and we look forward to helping them scale through media that is not just effective but also deeply connected to the Vietnamese consumer.” 

The agency’s appointment follows KFC Vietnam’s search for a media partner to help elevate media’s role in driving business growth. WPP Media was selected for its strategic approach, business insight, network strength, and commercial competitiveness.

Sibojyoti Chatterjee (Shiv), general director of KFC Vietnam, shared, “Winning consumers’ hearts at the speed and scale Vietnam demands calls for more than creativity—it requires the data strength to turn every impression into measurable growth. We were looking for a partner that could go beyond execution and truly understand how to use media to drive our category forward.” 

“WPP Media demonstrated that in both thinking and team capability. Their world-class platform, supercharged by its audience-first precision, gives us exactly that. Together we’ll fuse insight, innovation, and rigorous metrics to amplify KFC Vietnam’s brand love and set new benchmarks for media excellence. We are excited to begin this journey with them,” Shiv added. 

Thailand – KFC Thailand has partnered with popular character Butterbear to introduce ‘Nong Noey’ as the ‘Daughter of KFC Thailand.’ The collaboration aims to engage fans of Nong Noey, known as Mum-Mhees’ and fried chicken enthusiasts through the campaign.

As part of the campaign, KFC Thailand and Butterbear are launching the ‘Meet & Eat: Fried Chicken and Hugs from Nong Noey’ event from May 30 to June 25, 2025. Through the event, customers can participate in a meet-up experience with Nong Noey.

KFC Thailand is featuring exclusive limited-time packaging and sticker designs through the campaign. Customers can receive a limited-edition KFC | Butterbear bucket, box, and exclusive sticker by purchasing meal sets across branches nationwide.

@kfcthailand

เปิดตัวลูกรักผู้พันคนใหม่! ‘น้องเนย’ พร้อมเสิร์ฟความน่ารัก ความป่วน ความมันส์ให้มัมหมีคนคนคลั่งไก่แล้วววว🍗🧸 มัม ๆ คนไหนที่ชอบกินมือน้องเนย เอ้ย! ชอบกินไก่ก็รีบไปจัด •ชุดอิ่มคุ้ม 2 ราคา 99.-🍗 รับฟรี! สติกเกอร์สีขาว (ขนาด A6) •หรือชุดพอใจ บักเก็ต ราคา 199.-🍗 รับฟรี! บักเก็ตลิมิเต็ดลายน้องเนย และสติกเกอร์สีแดง (ขนาด A5) แต่ถ้าใครอยากเจอน้องเนยแบบใกล้ชิดติดขอบเวที🎤✨ ก็อย่าลืมสั่ง 2 ชุดนี้ผ่านแอป KFC จะได้มีสิทธิ์ลุ้นมาเจอกันในงาน ‘Meet & Eat กินไก่ทอดกอดน้องเนย’ พบกับโชว์สุดเซอร์ไพรส์ รับฟรีไอเทมสุด Exclusive เก็บโมเมนต์เล่นกิจกรรมสุดฟินในวันศุกร์ที่ 8 สิงหาคม 2568 แล้วมาเยอะกันเยอะ ๆ น้าาา ผู้พันกับน้องเนยรออยู่❤️‍🔥🤟🏻🥰 📱รายละเอียดเพิ่มเติมที่เพจ KFCTH #KFC #KFCxButterbear #น้องเนยลูกรักผู้พัน #กินไก่ทอดกอดน้องเนย

♬ เสียงต้นฉบับ – KFCThailand – KFCThailand

The campaign kicks off with a commercial telling the story of Nong Noey and Colonel Sanders’ relationship, accompanied by a catchy soundtrack.

Additionally, KFC has also unveiled a giant KFC bucket display with Nong Noey inside, placed at Emosphere. It has also rolled out out-of-home media across the country, featuring Colonel Sanders and Nong Noey.

Standees of Nong Noey are placed at select KFC branches, including CentralWorld, Central Rama 9, Big C Place Ratchada, Seacon Square Srinakarin, Seacon Bangkae, and Siam Square One. Some locations will also feature entrance mirrors with Nong Noey stickers.

The collaboration emerged from a viral meme where Nong Noey’s hands were compared to fried chicken wings. Nong Noey’s playful response to the meme shows the character’s personality that aligns with KFC Thailand’s brand positioning, sparking the collaboration.

Patra Patrasuwan, associate marketing director at KFC Thailand, said, “KFC Thailand is delighted to announce our collaboration with Butterbear, introducing Nong Noey, which has a strong local and international fanbase as the Colonel’s newest companion. We believe she is the perfect choice given her iconic fried-chicken-hand imagery, which resonates well with our brand’s desire to bring joy and happiness to everyone in Thailand. We hope this campaign will create a delightful experience for all Mum-Mhees altogether with fried chicken lovers nationwide.”

Thailand – KFC Thailand has launched ‘The Best Value Meal You’ve Ever Had’ campaign to address the rising cost of living. The campaign introduced a value meal set that features the new ‘Colonel’s Secret Recipe Rice,’ with prices starting at 69 baht.

Through a commercial directed by filmmaker Ed 7 Vi, the campaign highlights the value meal set that gives a favourable customer experience without high costs. 

The campaign video shows Thai consumers’ behaviour of eating chicken to the bone and collecting free sauce packets from restaurants as a way to save. With relevant scenes combined with humour, the video captured more viewers compared to previous campaigns.

It also rolled out on social media, sparking conversations and engagement across Facebook, Instagram, and TikTok.

KFC Thailand also held an on-ground activation event at the Robinson Lifestyle Srisamarn branch. Attendees purchasing the value meal were given the opportunity to participate in an activity zone and get KFC merchandise like chairs, umbrellas, serving trays, and sauces.

Suhayl Limbada, market lead & chief marketing officer at KFC Thailand, said, “KFC is committed to delivering the best in taste and value through the launch of the ‘Value Meal’ set, along with an unforgettable experience that customers will remember for a lifetime. With the ‘Best Value Meal You’ve Ever Had’ campaign, we’ve seamlessly combined value and fun, creating a special moment that leaves a lasting impression on our customers.”

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.

@kfc.singapore

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

♬ original sound – KFC Singapore – KFC Singapore

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.