In a campaign handled by Mindshare Singapore, the fast-food chain decided to speak to its fans via KFC Singapore Facebook page.
To better understand how breakfast menu KFC a.m. helps to bring people closer together, Facebook application, KFC a.m. Story, was produced for fans to submit their inspiring stories of how KFC a.m. has brought them closer to their loved ones.
A KFC spokeperson said an “overwhelming number of entries” were received during the period, 16 September to 4 October.
“We selected four inspirational stories and these four fans each won $1,000. Drawing inspiration from these moving stories, we have created these short films to reach out to a wider audience,” she added.
The 3-minute short films are uploaded on the KFC Singapore YouTube brand channel, www.youtube.com/kfcsingapore
1-minute cut-down versions of the short films were aired on Channel 5, 8 and cable TV during October and November.
Virginia Ng, marketing director, KFC Singapore said the goal of the campaign was to reach out to Singaporeans about their KFC a.m. breakfast menu, and to establish KFC as a destination restaurant for breakfast.
“We find that our customers like to catch up with their families over a weekend breakfast, and our complete breakfast menu has been specially designed to appeal to the whole family, including long-running favourites,” said Ng.
“We wanted to communicate that KFC a.m. not only tastes sogood but makes people feel good too because they get to enjoy not just the signature taste of our meals, but the moments that stem from the food. We’re pleased that this campaign has got Singaporeans thinking and talking about family, and spending quality time together with their loved ones.”
