KFC: How KFC's #1 fan charmed millions

KFC the fast food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

Campaign details

Brand: KFCBrand owner: QSR Stores Sdn BhdLead agency: RepriseContributing agency: Universal McCannMarket: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Sales promotion, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

At the end of December 2018, KFC was struck with an unexpected price crisis after a series of postings on social media highlighting the brand's price adjustments on their snack and dinner plates went viral on Twitter and Facebook. The postings sparked a national debate on rising prices within the Quick Service...

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