Campaign Spotlight

Campaign Spotlight: Reprise & UM Turn Every Malaysian Home into a KFC Kitchen with the #KepciKitchen Project

Kuala Lumpur, Malaysia – Reprise Digital and Universal McCann (UM), both agencies under the IPG Mediabrands network, have rapidly responded to changing consumer habits from the extended Restricted Movement Order (RMO) by launching a new campaign for KFC.

The social-led #KepciKitchen campaign inspires Malaysians to get creative with their KFC meals whilst staying at home. Customers are encouraged to try published recipes by KFC Malaysia and share their own recipes and photos using the hashtag.



Amir Faiz, Group Creative Director of Reprise said, “We have seen increased search and social trends involving food and recipe ideas, so we thought to allow our Malaysian KFC fans to get creative in the comfort of their homes. All it takes is a little imagination to turn every Malaysian kitchen into a #KepciKitchen that is open at all hours, even after KFC stores have closed.”



The campaign amplification will further engage foodie influencers and Instagram chefs to create their personal recipes using KFC’s core menu ingredients. These include Rhys Williams, Adik Foods, Dapod Pdot, Raffie Yusoff and renowned food artist, Samantha Lee.



Consumers may view all brand and crowdsourced recipes via the digital cookbook stored under KFC’s Instagram highlights panel and through the campaign hashtag #KepciKitchen. The best recipes stand to walk away with a delivery voucher.

Chief Marketing Officer for KFC, Angelina Villanueva comments, “Since KFC is known for its tasty chicken and prepared fresh daily, it is a great base for people’s own home creations. #KepciKitchen offers a kickstart to fire the imagination for home recipe ideas. Whether with Original and Hot & Spicy chicken or coleslaw and mash, you can easily whip up delicious wholesome meals at home. The Reprise & UM team have always been quick to leverage on trends to engage our fans, and this effort has already seen tremendous traction and engagement on our social platforms.”

The campaign launched on 1st April and will run through the end of the month. Visit KFC Malaysia on Instagram.

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