KFC launches breakfast campaign to introduce new product

Targeted at young, busy executives who would like to have new breakfast choices from KFC at a special price, the campaign will reach across print, in-store and outdoor advertisements and showcase a 10-second TVC that will run on free-to-air and cable television in English, Mandarin and Bahasa.

The campaign will run from 3 June to 7 July to inform customers of another reason to visit the brand's restaurants.

Ali Shabaz, CCO at Grey Singapore, Indonesia and Thailand, noted that the campaign focuses on providing another affordable option for diners, which translates into a reason to visit KFC for breakfast.

In addition to this special offer on the KFC Fish Ole, KFC is also promoting its breakfast series, KFC a.m. meals, by offering attractive prices for customers.

Virginia Ng, senior marketing director at KFC Singapore, said the brand hopes the new alternative will be a part of the encouragement for its target customers to have a great start to their day.

Breakfast is becoming an important battleground for quick-service brands, prompting interesting recent initiatives by, for example, McDonald's and Dunkin' Donuts. 

CREDITS

Agency Grey Singapore
Account director Cheryl Ong
Senior account executive Denise Khoo     
CCO Ali Shabaz
Art director Tan Giap How / Ernest Tey
Copywriter Aslinda Khanafi / Dunstan Lee
Producer Sandra Ong
Post production Momentum