Product / ServiceFAST FOOD
CategoryB01. Posters
Entrant Company BBDO MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency BBDO MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency UM MALAYSIA Petaling Jaya, MALAYSIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.


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