KFC: Golden Prawn System

Chan Su Ling, Galen Lau

Fast-food restaurant KFC tackled its declining family target segment in Malaysia with a campaign that directed families on year-end road trips towards stores.

Campaign details

Brand: KFCBrand owner: QSR TradingLead agency: Ensemble Worldwide, UM MalaysiaContributing agencies: Society MalaysiaCountry: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Games & competitions, Mobile & apps, Outdoor, out-of-home, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

KFC is a family-driven brand in Malaysia, but family traffic was declining. To bring them back, KFC created the Golden Prawn System (GPS) to hijack families on road trips, on screen, and on the road. The campaign leveraged KFC's Holiday Bucket with fried shrimp (Golden Prawns) that...

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