KFC Singapore launches youth-targeted campaign for its new Snackers

Conceptualised and developed by Grey Singapore, the youth-targeted campaign was launched on 7 February via print, television, out-of-home and in-store point-of-sale materials. The brand aims to increase awareness of its Snackers range and own the youth snacking segment with their latest marketing strategy.

The television commercial taps into the social trend of youth who love to take pictures or videos of their meals and upload them to share with friends. It shows four youths basking in the happy moments of snacking on KFC Snackers. They take pictures of their fun moments with their choice of a KFC Snackers meal and share it real-time on hugely popular social platforms.

Ali Shabaz, chief creative officer at Grey Group Singapore, Thailand and Indonesia, noted that the concept is one of simplicity and one which is tuned in to social media savvy youths of today. “We wanted to communicate the product message in a way which is easily understood and strikes a cord with the target audience. The result, seamless delivery on a campaign that met our client’s expectations on product positioning.”

Virginia Ng, marketing director of KFC Singapore, KFC Management Pte Ltd (Singapore), meanwhile noted that its aim was to reiterate KFC Snackers positioning as the all-time fun snack meal for young people, with the launch of ‘Fish Donuts’.

“When we were presented with the idea from Grey, we were thrilled because it was along the lines of what we wanted to portray about the product," she added.

Credits
Chief creative officer Ali Shabaz
Producer Frances Tan
Art directors Ang Sheng Jin, Susie Sun and Deng Ying Zhi
Copywriting Joseph Cheong and Aslinda Khanafi
Account management Christopher Yong and Chen Chung Yu
Director KC Tan
Post production VHQ Singapore