KFC: The Burger Wars

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Campaign details

Brand: KFCBrand owner: QSR Stores Sdn BhdLead agency: RepriseContributing agencies: Naga DDB Tribal, Universal McCannCountry: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Merchandise & free gifts, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Everyone loves a good David vs. Goliath story, and in 2017 KFC needed to go head to head with burger monolith McDonald’s for the launch of the KFC Zinger Double Down. But it wasn’t going to be easy to lure millennials into KFC – they were less receptive to invasive...

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