The RM3 million (US$0.8 million) campaign, entitled ‘Good things come together with KFC’, aims to differentiate KFC from its rivals and highlights the fast food chain’s presence and role in everyday Malaysian life.
The tagline will also be the overall brand message for the brand in 2009. The through-the-line drive includes six TV spots, radio, press advertising, point-of-sale materials, ambient, cinema and ground events.
Jamaludin Md Ali, managing director of KFC Malaysia, said: “Our goal is to achieve profitable, double-digit sales growth annually and this campaign is a major long-term marketing initiative in this respect. It will help us connect with our customers in an intimate, emotional and very personal way and we expect this campaign to bring the brand to the next level.”
Ben Chew, director of client service, McCann Erickson Malaysia, added: “KFC represents more than just food with the Malaysians; it is familiar to generations of locals who love it for its great taste. It is the familiarity of that same great taste of KFC that brings families together, forges friendships and cements bonds between people.”
KFC, which launched in Kuala Lumpur in 1973, currently boasts 520 outlets in Malaysia, Singapore, and Brunei.
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