Title | BURGER |
Brand | KFC |
Product / Service | FAST FOOD |
Category | B01. Posters |
Entrant | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
Advertising Agency | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
Media Agency | UM MALAYSIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Tan Chee Keong | BBDO Malaysia | Executive Creative Director |
Carina Teo | BBDO Malaysia | Creative Director |
Adam Chan | BBDO Malaysia | Creative Director |
Hor Yew Pong | BBDO Malaysia | Creative Director |
Tan Chee Keong | BBDO Malaysia | Copywriter |
Adam Chan | BBDO Malaysia | Copywriter |
Carina Teo | BBDO Malaysia | Art Director |
Auston Low | BBDO Malaysia | Art Director |
Anne Yong | BBDO Malaysia | Head of Design |
Auston Low | BBDO Malaysia | Designer |
Louie Hoo | BBDO Malaysia | Agency Producer |
Ang Hui Yun | BBDO Malaysia | Agency Producer |
John Teoh | BBDO Malaysia | Business Director |
KFC wanted to communicate the value in freshly prepared food, ingredients and real moments in a new and refreshing way that would reach a younger audience yet still resonate with loyalists.
Malaysians have a strong love for KFC, but the brand was facing stiff competition from newer and sexier brands. And while the price wars were getting brutal, KFC realized that they wouldn’t price-slash their way to growth.
We celebrated Malaysians’ love for KFC in a charming way. By depicting mouths opening wide for KFC treats that look like big happy grins. It reminded customers of the love affair they have with the brand at a very fundamental level. Good food makes us happy. The meticulously simple crafting and silkscreen treatment were purposefully done to resonate with a wide audience while staying true to the brand.
Coincidentally, the campaign ran right after the introduction of the Government Service Tax (GST). The timely posters were instrumental in building affinity for the brand in a time when consumer sentiment was low.