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KFC

Grill Off

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AIM

BIG IDEA

To relaunch KFC Signature Grilled Chicken using influencer marketing tactics

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As suggested by the playful use of words in KFC Grill Off, the campaign uses a humorous tone to create top of the mind awareness.

STRATEGY

1. Video Series

2. Social Media Contest

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The campaign adopts a narrative structure: KFC appoints Joakim and Preetipls as its ambassadors, which sets off a rivalry as they try to outdo one another.  

ACHIEVEMENT

The pitch was presented to industry experts from Rice Communications and Klear and emerged as the top project.

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Pitch deck

Storyboard for videos

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