EDIBLE WRAPPER

TitleEDIBLE WRAPPER
BrandKFC BIRDLAND (HONG KONG) LTD
Product / ServiceKFC
CategoryB04. Use of Ambient Media: Small Scale
EntrantOGILVY HONG KONG, HONG KONG
Idea Creation OGILVY HONG KONG, HONG KONG

Credits

Name Company Position
Reed Collins Ogilvy Hong Kong Chief Creative Officer
John Koay Ogilvy Hong Kong Creative Director / Art Director
Matthew Nisbet Ogilvy Hong Kong Creative Director
Jeff Vitkun Ogilvy Hong Kong Associate Creative Director / Copywriter
Kai Fung Chan Ogilvy Hong Kong Associate Creative Director / Copywriter
Huey Wong Ogilvy Hong Kong Art Director
Charlie Yip Ogilvy Hong Kong Junior Art Director
Stella Fung Ogilvy Hong Kong Account Manager
Davy Law Ogilvy Hong Kong Account Manager
Jennifer To Ogilvy Hong Kong Project Manager

The Campaign

The Double Down is all meat, no buns – with no bread to soak up all the juicy goodness, it can be a bit messy to munch, that’s why we created ‘Wrapper Eatin’ Good’ edible wrappers.

Creative Execution

With seven different wrappers you could eat, this made eating the Double Down a lot more enjoyable. Made of rice paper, each was printed with edible ink in KFC’s signature Zinger flavour. We created eight designs, each with a cheeky headline that would make people smile and were sharable by design. Our edible wrappers were made available in store for a limited run, on a first-come first-served basis.

Our new wrapper added to the KFC Double Down legend, making it more popular than ever.

This work is relevant for media because it is an innovative use of existing media – the burger packaging.

Insights, Strategy and the Idea

Our target audience were KFC fans in Hong Kong. They know and love the Double Down burger, we just needed to tell them this limited time item was back on the menu. Our approach was informed by an insight about the burger itself – because it’s meat meat and no buns, it’s messy to eat. So we created Double Down wrappers you could eat. Made of rice paper, each was printed with edible ink in KFC’s signature Zinger flavour. We created eight designs, each with a cheeky headline that would make people smile and were sharable by design. Our edible wrappers were made available in store for a limited run, on a first-come first-served basis.