CLIENT
Kentucky Fried Chicken Management Pte. Ltd.
"Juliana Lim
/ Senior Marketing Director
/ KFC Singapore
Wendy Lee
/ Marketing Manager
/ KFC Singapore
Hazel Liau
/ Brand Manager
/ KFC Singapore "
AGENCY
"Cilla Peitzsch
/ Group Account Director
/ Ogilvy Singapore
Vanessa Tiu
/ Senior Account Manager
/ Ogilvy Singapore
Francis Wee
/ Executive Creative Director
/ Ogilvy Singapore
Pedro Pedreira
/ Associate Creative Director
/ Ogilvy Singapore
Shawnn Lai
/ Creative Director
/ Ogilvy Singapore
Chook Yean Tang
/ Art Director
/ Ogilvy Singapore
Mamp Grewal
/ Senior Planner
/ Ogilvy Singapore
Winona Wee
/ Copywriter
/ Ogilvy Singapore
Melissa Ho
/ Art Director
/ Ogilvy Singapore
Hui Ling Chin
/ Associate
/ Ogilvy Singapore Satyen Rao
/ Content Strategist
/ Ogilvy Singapore
Sharmain Lim
/ Junior Art Director
/ Ogilvy Singapore
Xavier Toh
/ Junior Copywriter
/ Ogilvy Singapore
"
SUMMARY
In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.
