KFC Myanmar revamped its fried chicken into a bigger and spicier product catered to Myanmar taste, specially addressing growing consumer complaints around size and spice. The brand wanted to avoid communicating about a product ‘relaunch’ or ‘upgrade’ but rather invite trial from competitor customers to wonder whether product had always been this good.
We created a 3-month campaign that dramatized the effect of size and spice and how these make life more exciting and better, through a very traditional and culturally relevant context: Kyak Hpa Khut, Myanmar’s traditional rooster battle dance. The campaign was brought to life via an exciting digital TVC and social communications, as well as influencer support. The original song, produced exclusively for the campaign, was set to trigger campaign recall and association with the traditional dance through its lyrics.
Video Views (1M video views within 3 days)
Increase in page share
Reach through KOL Campaigns