Grey launches Roasta Burger for KFC in Singapore

To announce the arrival of the all-new, all-roasted KFC Roasta Burger, Grey created 'The juiciest news in town' concept, kicking it off with a hologram teaser display.

Created from two parabolic mirrors, the hologram projects a realistic 3D image of the burger that consumers can see, but cannot touch.

Placed in the central business district area and bus interchanges, the display ignited the curiosity of passerbys on the mysterious burger that they could not seem to get their hands on.

News of the product launch was also delivered as 'hot from the oven' through a false cover on Today Newspaper.
 
Virginia Ng, marketing director at KFC, commented, “KFC’s heritage in creating signature tastes is legendary. For the past 33 years, we have intrigued Singapore with the inimitable taste of our original recipe chicken."

She added, "Instead of resting on our laurels, we at KFC continue to be innovative."

The recently held KFC Singapore creative agency pitch was in fact based on each agency’s campaign proposal to launch the roasted burger, marking another milestone for KFC.

The concept 'The juiciest news in town' won Grey Group Singapore the account.