KFC to double adspend in HK

KFC, celebrating its 20th anniversary in Hong Kong, has unveiled a new branding platform called 'So real'. This comes after running functional ads concentrating on product promotions.

Birdland has also committed to renovating existing KFC outlets, following image up-dates in recent years from key competitors such as Fairwood and Café de Coral.

"We want to bring out the real attitude of the brand, so it is easier for customers to see what KFC really stands for," said Birdland Hong Kong CEO Yuka Yeung. "It's not just about the food, it's about the place and the service."

The new push is supported by a TVC created by Bates which is airing on TVB Jade, and bespoke OOH work taking over entire corridors in selected MTR stations combining visuals with audio.

KFC's media agency Maxus has also secured the top banner ad on page two of local paper Oriental Daily News for 35 days, part of a promotional tie-up offering redeemable coupons for KFC items.

KFC has also used its 20th anniversary celebrations to launch its first CSR programme, The Real Foundation, formalising previous initiatives to show its commitment to the local community.