ASIA-PACIFIC – MARCH 2011 – To announce KFC’s new global tagline ‘sogood’ from the long standing tagline ‘finger lickin’ good’, Grey Group Singapore has created a campaign that shows why the largest chicken quick service restaurant in Singapore is ‘sogood’.
The first challenge was to change the perceptions that preparing KFC’s Original Recipe chicken took little effort, dumping pre-breaded chicken from the freezer to the fryer. However, KFC’s Original Recipe Chicken is ‘sogood’ because it is cooked with a secret blend of 11 herbs and spices, and the 12th secret ingredient is the KFC cooks.
Two salient points–cooks in every KFC store and food that is freshly prepared–were communicated through a 30s TVC, print ads and life-sized standees in KFC restaurants. At home, the agency continued to whet the appetites of both the young and old with a direct mailer that not only reinforced the message but also offered a spread of freshly prepared KFC meals that could be delivered right to consumers’ doorsteps. On the social media front, the focus shifted from ‘promotional’ to ‘educational’ and overnight, thousands of KFC fans and their circle of friends learnt about the way KFC prepared its chicken.
Through this simple but effective integrated brand campaign, Singaporeans got acquainted with a new side of KFC and why KFC is ‘sogood’.
CREDITS
Client: Kentucky Fried Chicken Management Pte Ltd
Agency: Grey Singapore
Creative Director: Ali Shabaz
Art Director: Ang Sheng Jin
Copywriter: Joseph Cheong
Account Management: Carryn Dawn Francis, Chrix Yong
Production House: Moviola
Director: Patrick Ong
