Campaign details

Brand: KFC
Brand owner: QSR Stores Sdn Bhd
Lead agency: Reprise
Contributing agencies: Universal McCann
Country: Malaysia
Industries: Restaurants & takeaways
Media channels: Online video, Print - general, unspecified, Social media
Budget: Up to 500k

Executive summary

In 2018, KFC needed to build brand love beyond promotions and products. Traditionally, in the Malaysian market, big branding exercises are reserved for two windows – Chinese New Year and Hari Raya. KFC needed the impact of a high-reach festive campaign but with a fraction of the budget.

Globally, International Women's Day was gathering momentum. But in Malaysia brands shied away from the occasion, partly because of the country’s Muslim majority. Instead of confrontation or mere 'lip-service', KFC opted to simply reveal a story of Colonel Sanders’ 12th ingredient – his wife, Claudia Sanders – on the 8th March 2018, International Women’s Day.