KFC Singapore has unveiled its largest local brand campaign, ‘How Do You KFC?’, which celebrates the unique ways Singaporeans enjoy their fried chicken. The campaign invites fans to share their personal eating rituals on social media, with the opportunity for five standout entries to be transformed into limited-time menu items named after the winners. This initiative aims to highlight the individuality of KFC’s customers whilst showcasing the brand’s dedication to its Original Recipe chicken.
The campaign introduces two new menu items: the Original Recipe Tenders and the Original Recipe Burger. Both are crafted using 100% real chicken, hand-breaded with KFC’s signature 11 herbs and spices, and pressure-fried to perfection. Additionally, the beloved KFC Bucket makes a return, allowing customers to indulge in freshly fried chicken as it was originally intended.
The campaign is being rolled out across multiple platforms, including TV, YouTube, radio, and social media. A one-minute brand film, described as a sensory experience and ASMR chicken symphony, accompanies the launch. Fans are encouraged to participate by sharing their rituals under the hashtag #YouCanBeYou, with influencers joining in to showcase their quirks and challenge others.
Jaslyn Lam, Director of Marketing and Food Innovation at KFC Singapore, stated, “Everyone enjoys KFC their own way. This campaign is about celebrating that individuality, because when we let chicken be chicken, you can be you.” Creative Director Reagan Raj of R/GA added, “This campaign brings that truth to life, and lets customers see themselves in it.”
With this campaign, KFC Singapore not only celebrates its customers’ diverse eating habits but also strengthens its connection with the local community.
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