Campaign details

Brand: KFC Malaysia
Brand Owner: QSR Brands (M) Holdings Sdn Bhd
Lead Agency: Ensemble Worldwide, UM Malaysia
Contributing Agencies: Google Malaysia
Country: Malaysia
Industries: Restaurants & takeaways
Media Channels: Content marketing, Events & experiential, Online video, Print - general, Programmatic display, Social media
Budget: 1 - 3 million

Executive summary

Millennials aren't attracted to KFC's burgers. With the launch of Hot & Cheezy, we wanted to change that. Malaysian youths are fickle content consumers, skipping everything they don't like. We used programmatic technology to create brand messaging and distribute content in a millennial-relevant manner. Our big idea: a burger that spouted cheesy lines inspired by what millennials were searching for on YouTube. Partnering with Google, we developed over 100 YouTube pre-rolls that delivered cheesy pick-up lines, based on the video that was about to be watched. Outperforming sales targets by 50%, this has been KFC's best burger launch in years.

Market background and objectives