KFC has called Malaysia home for 46 years. The brand’s heritage is uncontested by any of its competitors. To most Malaysians, KFC means something to them. But to the youth, KFC is seen as an old brand. How do we make the youth of Malaysia feel proud to associate themselves with KFC?
In celebration of Malaysia Day, KFC turns its heritage into a fashion statement. KFC collaborated with homegrown streetwear brand, Pestle & Mortar Clothing to create 11 Finger Lickin’ Good Goods – a collection that celebrates the collision of culture between KFC and Malaysia.
The collection features designs that were inspired by classic Malaysian prints infused with contemporary streetwear styles. Every piece tells a story. For the launch, we served it the KFC way. We took over the Pestle & Mortar Clothing store and turned it into a KFC restaurant. Even the packaging was recreated and redesigned to complete the KFC restaurant experience.
Scope
- Strategy
- Advertising Campaign
- Video Production
Awards & Mentions
- Kancils 2019
- Silver & Bronze: Design-led Integrated Campaign, Music in Film Content, Best Direct-led Integrated Campaign, Best In-store Experience
Project Outcome
Making International News
The 11 Finger Lickin’ Good Goods made news locally and globally, getting featured on popular streatwear sites like Highsnobiety and Hypebeast Korea.
Making Malaysians Drool
After dropping the collection online, items were sold out in minutes. People lined up outside our store and the goods flew off the shelves. KFC reached an audience that usually ignores them, and got them drooling over the collection like they would over a bucket of KFC.
