KFC Philippines: Quarantine Kitchen

Lyssa Ajero, Mark Jamisola, Dan Anabo

KFC Philippines, a fast food brand, increased its business growth during the pandemic with the campaign Quarantine Kitchen which encouraged TikTok users in the Philippines to use KFC original fried chicken leftovers in their own recipes.

Campaign details

Brand: KFC Brand owner: Yum! Brands Entrant company: Ogilvy PhilippinesIdea creation: Ogilvy Makati City Market: Philippines Sector: Restaurants & takeaways Media channels: Online videoBudget: Up to 500k

Executive summary

The COVID-19 lockdown in the Philippines was especially difficult for eat-out businesses since people had to stay at home. KFC needed to find a new way to place itself in people’s homes. This meant going beyond just offering convenience. It needed to be irreplaceable.

With more Filipinos taking up hobbies at home during...

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