Short List
Product / ServiceKFC
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantREPRISE Petaling Jaya, MALAYSIA
Idea Creation REPRISE Petaling Jaya, MALAYSIA
Media Placement UM MALAYSIA Petaling Jaya, MALAYSIA

The Campaign

Through a simple logo change, we revealed the inspiring true story of Claudia Sanders, wife of Colonel Sanders – the '12th Secret Ingredient' in KFC's success. Its timely revelation on International Women's Day allowed us to celebrate the many Claudias among us – our staff; our customers; our stronger, better halves.

The Brief

Approximately USD$1,000 were spent for the digital buys.

Creative Execution

On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders. We then celebrated her pivotal role in the success of KFC via their social and digital assets including Instagram Stories, Facebook postings, and microsite. It was a simple logo takeover but the whole world noticed.

Describe the success of the promotion with both client and consumer including some quantifiable results

KFC spent just $10,000 to push out the Claudia Sanders campaign but the response went beyond local shores. - $1.3 billion impressions. - Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show. - Reshared by other KFC markets including Thailand, Panama and Costa Rica. - Earned media value of more than $2 million. Sometimes the best way to change the world is to simply share a secret.

Explain why the method of promotion was most relevant to the product or service

With little paid media, we used a simple logo change to reveal the inspiring true story of the real hero behind KFC – Claudia Sanders, wife of Colonel Sanders. The publicity created by this simple celebration of gender parity was shared exponentially – way beyond its intended audience in Malaysia.

Of 31 million Malaysians, over 68% are Muslim Malays. While the urban population is more liberal, rural conservative voices are well served on digital and mobile. Out of the 31 million people, 24 million are active social media users. It was a strategic decision to use social as our key communication channel. As an established, universally popular brand across Malaysia, KFC serves and respects Malaysia's diverse culture and conservative majority. Our support of gender parity on International Women's Day must reflect this. Instead of confrontation, or mere 'lip-service', we opted to simply reveal a story – one that is rooted in our brand and relevant to the cause of empowerment. The honesty (a hidden truth in the age of fake news) and tonality (the silent assistance of a dutiful wife) of our message would resonate well with the conservative values of the Muslim majority.


Name Company Position
Kevin Le Reprise Executive Creative Director
MUN IPG Mediabrands Executive Creative Director
Amir Faiz Reprise Social Creative Director
Stanley Clement Reprise Managing Director
Kevin Le Reprise Executive Creative Director
Zahir Mazlan Reprise Senior Copywriter
MUN IPG Mediabrands Executive Creative Director
Amir Faiz Reprise Creative Director
Izham Sofi Reprise Junior Art Director
Shannon Chan Reprise Illustrator
Hajar Yusof Reprise Senior Social Media Manager
Charmaine Boo Reprise Senior Social Media Executive
Angelina Villanueva KFC Malaysia Chief Marketing Officer
Rina Low Universal McCann Vice President
Phoenix Tang Universal McCann Media Manager
Nicole Choo Universal McCann Senior Media Planner
Alexis Hong Universal McCann Media Planner
Crystal Nai Universal McCann Media Buyer
Vicky Kok Universal McCann Senior Media Implementer
Lim Nian Shan Universal McCann Media Buying Manager
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