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ASIA-PACIFIC – SINGAPORE, OCTOBER 22, 2010 – Kentucky Fried Chicken (KFC) Singapore called for a creative agency pitch for its oven-roasted chicken burger campaign. With the concept "The Juiciest News in Town", Grey Group Singapore won the account and Roasta Burger was born.
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The new KFC Roasta Burger was launched with a hologram teaser display. Created from two parabolic mirrors, the hologram projects a realistic 3D image of the burger that consumers can see, but cannot touch. The curious display made the news on Shin Min and STOMP! and set the tone for the TVC and press ads, which included a false cover on TODAY Newspaper.
