KFC X BONDEE ATUK KEPCI

Agency

NAGA DDB SDN BHD

Client

KFC Malaysia

Product/Service

KFC

Brief

KFC is a brand that’s been around in Malaysia for 50 years and counting, but the local’s favourite fried chicken is losing its relevance amongst Gen Zs. So as a brand that’s built the love of fried chicken with the original recipe, how do we be original and engage with the younger fried chicken lovers? KFC needed a campaign that could truly engage and create meaningful conversations to capture the attention of Malaysian Gen Zs while also solidifying the brand’s position as the original Malaysian favourite fried chicken brand - KFC.

Solution

In the constant search for anything relevant to Gen Zs, the Bondee trend happened. So we quickly jumped on it; the perfect opportunity to drive consideration and engagement in the new meta world.

We used Atuk Kepci; a recognisable icon and refreshed him to vibe with Gen Zs for 48 hours. Even in this new realm, our Atuk loved his grandchildren just like in real life. From having ‘heart-to-heart talk’ to spoiling them with discount vouchers. Allowing Malaysian Gen Zs to create meaningful interaction in the meta world, and enjoy their favourite fried chicken with Atuk in the real world.