KFC: Golden Prawn System (GPS)

Phoenix Tang, Chan Su Ling, Galen Lau

Family-centric quick-service food brand KFC used a multi-media campaign to launch a new product variant and increase family footfall in Malaysia.

Campaign details

Brand: KFCBrand owner: QSR Stores Sdn. Bhd.Lead agency: Universal McCann, Ensemble WorldwideCountry: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Mobile & apps, Outdoor, out-of-home, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

KFC is a family-centric quick-service brand, but footfall among families was in decline. To drive them back, we created KFC's Golden Prawn System (GPS) and hijacked family road trips during the holiday season, through their mobile screens and signboards on the road. The campaign leveraged on KFC's Holiday Bucket with fried shrimp (Golden Prawns),...

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