TBWA Philippines is the creative agency for the campaign, which involved TVC, OOH and in-store posters.
The TVC was made primarily to appeal to young urban professionals aged 22 to 29. It challenges consumers to try the 'Tower Burger', the tallest in KFC's local range.
It also shows different ways one could consume the burger. Four different ways were used and they illustrated the different character segments within the product’s target market, namely ‘the squeeze’, ‘the freestyle’, ‘the beast’ and ‘the princess’.
The 30-second TVC first aired on July 22, and it was subsequently replaced with the 15-second version on 5 August. It will be run until 8 September.