Campaign details
Brand: KFCBrand owner: QSR Stores Sdn. Bhd.Lead agency: Universal McCann, Ensemble WorldwideCountry: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Mobile & apps, Outdoor, out-of-home, Radio & audio, Social mediaBudget: Up to 500k
Executive summary
KFC is a family-centric quick-service brand, but footfall among families was in decline. To drive them back, we created KFC's Golden Prawn System (GPS) and hijacked family road trips during the holiday season, through their mobile screens and signboards on the road. The campaign leveraged on KFC's Holiday Bucket with fried shrimp (Golden Prawns),...