Grey Group Singapore did not want to settle with just announcing the change. Instead, the agency wanted to show consumers why the largest chicken quick service restaurant in Singapore is 'sogood'.
The first challenge was to change the current perceptions that preparing KFC's Original Recipe Chicken took little effort and is created by simply dumping pre-breaded chicken from the freezer to the fryer.
This could not be further from the truth.
KFC's Original Recipe Chicken is 'sogood' because it is cooked with a secret blend of 11 herbs and spices. But there is also a 12th secret ingredient - KFC cooks.
Within every KFC restaurant, experienced cooks take careful steps in preparing The Colonel's chicken all day, every day. And because of these dedicated professionals, consumers can truly enjoy meals that are both freshly-prepared and delicious.
Cooks in every KFC store. Food that is freshly prepared. These two salient points were communicated through the following channels:
A 30 second TVC kicked off the 'sogood' campaign and for this, the agency went behind the counter to reveal what makes KFC everyone's favourite.
Press ads drive home the same message: KFC serves food that is freshly prepared by its cooks across all KFC restaurants.
In all KFC restaurants, 'Cooks', in the form of life-sized standees, went from the kitchen to the store front to invite consumers in for a freshly prepared meal.
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
AgencyGrey Singapore
Creative directorAli Shabaz
Art directorAng Sheng Jin
Copywriter Joseph Cheong
Account management Carryn Dawn Francis, Chrix Yong
Production house Moviola
Director Patrick Ong
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