New KFC Vietnam campaign aims to win over sceptical consumers

The campaign involves two TV commercials, supported by in-store posters. Targeted at office workers in their 20s, the campaign aims to address scepticism from Vietnamese consumers towards food that is wrapped.

It highlights the innovative cooking method as ‘foilicious’, referring to the tenderness and juiciness of the meat, as well as the large portion of roasted chicken leg.

The first ad uses the example of Nem, a Vietnamese snack of pork wrapped in banana leaves, while the second ad demonstrates the displeasure of receiving a miniature morsel served in a stereotypically pretentious French restaurant.

“KFC Vietnam has just crossed the 100 stores mark and one of the key success factors is relevant product innovation, tailor-made to suit local tastes,” explained Vipul Chawla, vice-president and chief marketing officer at Yum Asia. “The Big‘n'Juicy Foilicious is one such example, offering the unique KFC taste, in a totally new format. The advertising is based on local insight, and brings this cooking innovation to life.”

David Smail, chairman and ECD at BBDO Vietnam, added, “Once again, our partners at KFC have given us an opportunity to create some fun work based on a real insight, and set in a Vietnamese context. It's really rewarding to get to do some great work that resonates with the consumer.”