Campaign Spotlight: Ensemble Worldwide and Universal McCann Bring The KFC Hot & Cheezy Burger Back With an Exciting Modern Twist


Kuala Lumpur, Malaysia – Ensemble Worldwide and Universal McCann (UM) have launched a mobile only campaign with KFC to promote the return of the Hot & Cheezy Burger.

The campaign called ‘WOW My Burger’s Now Hot & Cheezy Volume 1.’ introduces the
revival of the beloved Hot & Cheezy burger mascots. This time, it sees the mascots helping Malaysians who can’t have the KFC Hot & Cheezy burger enjoy a “hotter” and “cheezier” experience by scanning competitors’ burger wrappers.

Executive Creative Director, Chan Woei Hern said, “The original Hot & Cheezy project was a leap of faith by the clients, and one of ensemble’s biggest breaks. When presented with the opportunity to jump back into it, we didn’t think twice. It was inspired by the clients saying that they didn’t want our little Hot & Cheezy mascot to be a ‘one-hit wonder’. I guess we just took it from there to give audiences a chance to be part of the story-doing.”

The volume of greatest hits features a total of six songs with scenes inspired from the
original songs. Audiences will be serenaded by hits such as ‘Return the Mac’, ‘Kau
Burgerku’, Uptown Cheese and more, depending on the burger they’re having.

Chief Marketing Officer for KFC, Angelina Villanueva comments, “It is always a pleasure to work with agency partners who understand our brand and are able to excite our audiences in innovative new ways.

For instance, ‘The Other Sanders’, the Golden Egg Crunch TV-sync campaign; or the recent #MatAyamFree social hijack; all had relevant moments of culture and a cheeky spin infused into the work which have resonated well with our consumers. With ‘WOW My Burger’s Now Hot & Cheezy Volume 1.’, the team outdid themselves. It is as much cheeky as it is cheesy, befitting the return of our HOT & CHEEZY burger. We hope everyone will enjoy it.

The songs and SFX mixing were produced by Real Time Studio, with Graph Studio acting as the production house.

The campaign runs from 5th till 25th December via YouTube, Facebook and programmatic banners. Besides listening to the cheesy hits, customers will receive a promo code to try out the KFC Hot & Cheezy burger via delivery.

View the campaign microsite here if you think your burger isn’t cheesy enough!

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