KFC: The Other Sanders

KFC, the fast-food restaurant chain, used print and social media for an International Women's Day campaign in Malaysia.

Campaign details

Brand: KFCBrand owner: QSR Stores Sdn BhdLead agency: RepriseContributing agencies: Universal McCannCountry: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Online video, Print - general, unspecified, Social mediaBudget: Up to 500k

Executive summary

In 2018, KFC needed to build brand love beyond promotions and products. Traditionally, in the Malaysian market, big branding exercises are reserved for two windows – Chinese New Year and Hari Raya. KFC needed the impact of a high-reach festive campaign but with a fraction of the budget.

Globally, International Women's Day was...

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