KFC Malaysia creates cheesy versions of pop hits for new mobile-led campaign

A new mobile-driven campaign for KFC Malaysia is built around cheesy versions of pop hits. Called ‘WOW My Burger’s Now Hot & Cheezy Volume 1’, the campaign was created by Ensemble Worldwide and Universal McCann. It involves scanning the wrapper of a burger from one of KFC’s rivals to access “cheesy” versions of popular hit songs, with lyrics suitably modified. 

For instance ‘Uptown Cheese’ and ‘Cheese Drives Me Crazy’ to name just a couple. The campaign also marks the return of KFC’s Hot and Cheezy burger mascot.

Ensemble executive creative director Chan Woei Hern said: “The original Hot and Cheezy project was a leap of faith by the clients, and one of Ensemble’s biggest breaks. 

“When presented with the opportunity to jump back into it, we didn’t think twice. It was inspired by the clients saying that they didn’t want our little Hot and Cheezy mascot to be a ‘one-hit wonder’. I guess we just took it from there to give audiences a chance to be part of the story-doing.”

Chief marketing officer for KFC Angelina Villanueva added: “It is always a pleasure to work with agency partners who understand our brand and are able to excite our audiences in innovative new ways. For instance, ‘The Other Sanders’, the Golden Egg Crunch TV-sync campaign; or the recent ‘#MatAyamFree’ social hijack; all had relevant moments of culture and a cheeky spin infused into the work which have resonated well with our consumers. 

With ‘WOW My Burger’s Now Hot & Cheezy Volume 1’, the team outdid themselves. 

“It is as much cheeky as it is cheesy, befitting the return of our Hot and Cheezy burger. We hope everyone will enjoy it.”

The campaign will run till December 25 via YouTube, Facebook and programatic banners. Each cheesy hit will also leave customers with a promo code that can be used to try out KFC’s Hot and Cheezy burger.


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