Developed by Grey Singapore, the campaign consists of print, in-store and outdoor advertisements as well as a 20-second TVC, all with the tagline 'Prepare to be blown away!'
Focusing on the new product’s three-pepper combination, the campaign will run from 1 June to 10 July with the TVC launching on 8 June.
Stemming from the success of the past two KFC Black Pepper chicken campaigns, KFC Singapore created the Tri-pepper Crunch product to provide more of a peppery kick, providing a creative positioning for the campaign.
“We know that food is a national passion for Singaporeans, and spicy food especially adds that extra kick of excitement into our daily lives,” Ali Shabaz, chief creative officer at Grey Singapore, said.
“As such, we wanted to focus on the colour and zest that three kinds of pepper can bring to your dining experience. The black, green and pink pepper combination provided us with the background to develop this campaign.”