Food delivery company Deliveroo has partnered with KFC again for a Valentine's Day campaign. Called "Will Delive-Roo Be My Valentine", the campaign allows consumers to surprise their date with a limited edition KFC bucket ring.
In a statement to Marketing, a Deliveroo spokesperson said the campaign and ring idea was conceptualised by Deliveroo's PR agency AKA Asia. The handmade ring was designed and made by Geraldine Cassandra Tan from local jewellery brand Gemnesis. Targeting foodies and fans of both Deliveroo and KFC, the consumers will have to pre-order the Valentine's Day combo a day in advance to have the meal and ring delivered on 14 February.
Through the campaign, Deliveroo aims increase brand love and top-of-mind-awareness for its brand, while heightening awareness of KFC’s offerings on Deliveroo. Both brands also look to gain earned media share of voice. The PR-led campaign will be supported by earned media engagements, with publicity pushed on Deliveroo’s owned channels such as website, social media and EDM. Both brands also teamed up last year for Valentine's Day, and unveiled a combo meal that came with an Instagrammable heart shaped box.
Deliveroo has recently been partnering with key restaurant partners to strengthen its relationship. It worked with Gong Cha in April 2019 for Singapore’s bubble tea giveaway on National Bubble Tea Day 2019 (30 April), as well as Burger King on National Day 2019 to surprise foodies in Singapore with a special "Super Shiok" set.
Meanwhile, KFC in not just Singapore, but around the world has quirky campaigns up its sleeves. Most recently in Malaysia, KFC launched a mobile AR game “KFC HAHA HOP” in conjunction with its KFC Celebration Bucket comprising shrimp poppers. KFC HAHA HOP puts players in the shoes of Colonel Sanders with the sole mission of collecting Shrimp Poppers to bring home to Chinese New Year revelers. A month before, KFC unveiled a marketing campaign titled “WOW My Burger’s Now Hot & Cheezy Volume 1”and created its own songs list with mock titles of famous songs. According to KFC Malaysia, this can be accessed by scanning the logo on competitors’ burger wrappers. These KFC song titles include Return the Mac, Kau Burgerku, Uptown Cheese and Cheese Drives Me Crazy.