KFC Malaysia's US$1.2m new 'sogood' campaign

The new tagline replaces the well-known 'finger lickin' good' slogan and will be used in 14,000 KFC outlets worldwide. Two new TVCs created by McCann Erickson Malaysia are central to the campaign, featuring different scenarios wherein KFC presents a 'sogood' moment to people.

Mohammad Alwi, finance director of KFC Holdings Malaysia, elaborated that the fast food giant planned on allocating MYR2 million (US$0.7 million) on both above and below the line materials for the new tagline, while MYR1.5 million (US$0.5 million) would be spent on reintroducing an old favourite, the O.R. Chicken Chop.

An eight-week promotion period for the Chicken Chop is ongoing and Alwi expects the product to contribute around 10 per cent to its sales mix during the period.

The allocation for the advertising and promotion campaign would be used for print and electronic advertisements as well as point-of-sale materials and ambience of KFC outlets.

Alwi noted that the 'finger lickin' good' slogan was great and served KFC well for many years but the new tagline enables the company to effectively communicate its message and brand to a wider audience.

Last month, KFC Singapore launched its 'so good' campaign. KFC Malaysia opened its first restaurant in 1973 on Jalan Tunku Abdul Rahman and now has more than 500 outlets across the country.

Credits:

Project KFC's 'so good' thematic campaign
Client KFC Malaysia
Agency McCann Erickson Malaysia
Writer/Art director Ben Ng/Yew Pong
Designer Yew Pong
Production company Luminous Ink
Exposure TVC