Created by BBDO Malaysia, the work builds on one of KFC’s core strategies, targeting family groups.
The campaign runs on TV with a 40-second ad, supported online with an extended 60-second version, as well as print, radio, digital and OOH.
Michelle Achuthan, managing director BBDO/Proximity Malaysia, said, “Our insight tugged at the very foundation on which KFC’s Family Feast stands. It is hoped that ‘Balik Makan’ will create a movement whereby all family members put togetherness first, eating together.”
BBDO/Proximity Malaysia won the KFC account from McCann Erickson in July 2011. At the time, Jennifer Chan, then head of the agency, commented that BBDO was briefed to execute an entirely new brand strategy, rather than just a continuation of previous work.