KFC tickles Singaporeans with local touches

Client: KFC

Agency: Ogilvy & Mather

Market: Singapore

Campaign scope: TVC, print and outdoor

Press release quotes:

Juliana Lim, senior marketing director, KFC: “SG50 is a special time to come together and celebrate all those little things that really make us Singaporean. This approach is a great fit with our ‘SoGood’ promotions as it offers a fun way to highlight endearing Singaporean customs and traits."

Shirley Tay, managing director, Ogilvy & Mather Advertising, Singapore: “KFC is known around the world for brilliantly incorporating local flavors into its menu and marketing in ways that local people love. ...We wanted the brand to stand out through food imagery that is more natural and wholesome, and to share our story with consumers in an authentic way."

Campaign Asia Pacific's comments: KFC here plays lightheartedly on 'Singaporeanness': An assortment of local quirky behaviours, such as using tissue packets for "chope-ing" (reserving) seats at public eateries (being kiasu) and queuing up for freebies that may logically be inconsequential but inspire a long line nonetheless because after all the stuff is free (or dirt cheap).

Perhaps KFC should have let 'So shiok' (which translates to 'damn enjoyable') stand alone as the tagline in order to come across as more resolutely local. But it seems the 'So good' tagline is a compulsory element on the global level, so appending 'So shiok' seems a fair compromise. 

CREDITS

Client: KFC Singapore
Creative agency: Ogilvy & Mather Singapore
Creative Directors: Troy Lim, Jon Loke
Art Directors: San San Yap
Senior Copywriters: Adrian Yeap, Airina Imran
Planning Director: Tan Wee Hoon
Account Management: Shirley Tay, Jesz Ang
Media agency: Mindshare Singapore
Producers: Amanda Zhang, Stephenie Lee