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Ogilvy unveils first campaign for KFC Singapore with ‘So shiok, so good’ line

Ogilvy has created its first campaign for KFC Singapore since winning the business from Ren Partnership in February.

In a TV ad, stereotypical Singaporean traits such as being “Kiasu” (competitive) and queuing for bargains are depicted before a frustrated young man ends up at a KFC restaurant.

The campaign is the first from the fast food brand to celebrate SG50, the fiftieth year since Singapore’s founding. It will run this month and next on TV, online banners, out-of-home, in-store and in print in English, Mandarin and Malay.

Juliana Lim, senior marketing director at KFC, said: “SG50 is a special time to come together and celebrate all those little things that really make us Singaporean. This approach is a great fit with our ‘SoGood’ promotions as it offers a fun way to highlight endearing Singaporean customs and traits – from the ‘kiasu-ness” of “chope-ing” tables with tissue packs, to the Singaporean-ness of queueing up for fear of missing a good deal, and of course the “shiok-ness” of indulging in KFC.”

Shirley Tay, MD of Ogilvy & Mather Advertising, Singapore, added: “KFC is known around the world for brilliantly incorporating local flavors into its menu and marketing in ways that local people love. With this campaign, O&M’s first for the brand in Singapore, we wanted the brand to stand out through food imagery that is more natural and wholesome, and to share our story with consumers in an authentic way.”

Credits:

  • Project title: “So Shiok, SoGood”
  • Client: KFC Singapore
  • Creative agency: Ogilvy & Mather Singapore
  • Creative Directors: Troy Lim, Jon Loke
  • Art Directors: San San Yap
  • Senior Copywriters: Adrian Yeap, Airina Imran
  • Planning Director: Tan WeeHoon
  • Account Management: Shirley Tay, Jesz Ang
  • Media agency: Mindshare Singapore
  • Producers: Amanda Zhang, Stephenie Lee
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