KFC treats budget-conscious to lunch

KFC   PROMOTIONS   INTEGRATED CAMPAIGNS    CARAT

Malaysia - For KFC's Lunch Treats launch, a rigorous marketing push themed "Everyday Value Starts at RM 4.95" has rolled out across various television, radio, print, online, and out-of-home platforms.

"Consumers are still skeptical about Malaysia's economic recovery. By altering their spending patterns, they continue to spend prudently by cutting down on take-away meals to save on household expenses," KFC Holdings told A+M.

"Hence, the campaign was introduced with a focus on those constantly looking for a value-for-money yet fulfilling meal to keep them going throughout the day. Our Lunch Treats certainly meet their daily meal budgets."

While offerings from the new menu had hit stores nationwide in late February, the TV commercial was released this month on Astro and selected free-to-air channels.

A series of press ads and radio spots have been developed in three languages to run in major dailies and selected local on-air frequencies respectively.  

Outdoor executions include bus wraps, LRT stations and trains, the Tesco Travellator as well as GSC E-Plasma and LED screens. While online and expandable banners ads are now live on MSN, The Star Online, and Yahoo! with a "Biggest Fan Contest" activated via Facebook.

Targeting the working adult lunch crowd, the three sets being extensively promoted include the Famous Bowl (Set A) at RM 4.95, Colonel Burger Stacker (Set B), and Colonel Rice Plate (Set C) at RM 5.95 each.

Carat is the media agency on the account with IF Interactive responsible for all digital elements. McCann Erickson was behind the campaign's creatives.

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