KFC PITCH SINGAPORE
THE BRIEF
As a business and brand, KFC seek to enhance core offerings, boost brand relevance, and demonstrate its cultural role while simplifying the path from awareness to consideration.
OUR STRATEGY
We want KFC to be a part of unique moments, championing individuality, encouraging big dreams, breaking boundaries, and uniting people through chicken. Our brand celebrates the spirit of being irrepressibly original.
Born Original
OUR MANIFESTO
We're obsessed with perfecting our fried chicken. It's a taste often imitated but never matched, thanks to our original recipe. And it's not just about the food; it's about the moments you create. No rules. No judgments. No apologies. We're here for every original moment.
*We aim to enhance the brand's relevance to a broader audience by expanding the target demographic from 25–45 to 18–45. To achieve this, we have evolved a creative direction that is more dynamic, daring, and distinctive
Through “Born original” moments
When dreaded Monday looms 😱
Putting it all together:
It's not just about the chicken; it's about what it represents to you.
When you’re behind on your exam prep 📚
When you’re subverting your NS trauma 🪖
The moment when you’re progressing your romance ❤️🔥
Introducing “THE BPS Chick”
Too pai seh to say what needs to be said? There's finally someone who'll do it for you. Meet the Buay Pai Seh Chick who's all opinion and no filter. KFC knows the Gen Zs and be a part of how they communicate.
Outlets (Tray Liners)
Animated Social Post
Merchandise (Plush Toys)
Pixel Forms (Social Sticker Pack)
GOLDSPICE CHICKEN
That rare and special flavour that makes every moment better✨
No matter where you are, what you’re doing or what time it is, that moment can be made awesome by adding the golden touch.
Campaign Video
The Golden Touch of Awesome 🍗
Story 1
No matter how great life can get, it’s more awesome—with KFC GoldSpice Chicken.
In our modular 10-second videos a divine golden finger hijacks local moments of triumph, adding the awesome golden touch.
Story 2
Team
Creative Director
Mohan Prabakhar
Senior Art Director
Layla Wei
Designers
Aileen Aurellia, Ong Tze Yong
Copywriters
Nur Atiqah, Nicole Lam