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Getting grilled: Why KFC isn’t afraid of losing its F-ing niche in SG

KFC, also known as Kentucky Fried Chicken, recently rolled out a grilled version of its finger lickin’ fried chicken.  Popular for its crispy fried chicken amongst consumers globally, being fried has always been KFC’s unique positioning. As such, we couldn’t help but wonder why the brand was moving away from its iconic fried products.

In a conversation with Marketing, Lynette Lee, general manager, Kentucky Fried Chicken Management said the move was a bid to match the shift in consumer preferences, and this led to the fast food chain dishing out a new menu. She added that KFC Signature Grilled Chicken is borne of more than a year of research and development, and consumer taste testing.

“KFC has built a name for ourselves over the last 41 years in Singapore as the leader of fried chicken. With grilled chicken on the menu, we want strengthen KFC’s leadership as Singapore number one chicken fast food.  We take pride in making not just fried chicken the right way, but all chicken right, and making it always finger licking good,” Lee said.

To garner attention for the new variety, KFC also launched a new campaign. The campaign was created by Ogilvy Singapore with Mindshare as its media agency. WhiteLabel PR was in charge of PR executions. The campaign is an integrated 360 campaign covering both traditional and digital media channels. It runs on FTA TV, Cable TV, outdoor bus posters, Mediacorp radio, Toggle and YouTube.

Teaser video:

Official campaign video:

“The campaign aims to promote the variety of meal options that KFC has to offer. We also have partnership with influencers for content marketing such as Food King and The SmartLocals. We are excited by the response so far and this motivates us to continue to look into offering more menu options and selections to address the changing preferences and lifestyles of our customers,” the spokesperson said.

Recently, Scoot mascot Super Scootee took up the duties of KFC mascot Colonel Sanders so he can go on a well-deserved break. This was following an invitation the airline put out to help overworked individuals in need of a vacation which will see its mascot offer to stand in while they are away.

In a spot, Super Scootee, the airline’s “agent of escape” character, is seen dressed in Colonel Sander’s uniform while paying tribute to him for working hard, rain or shine. The post also plugs the airline’s latest flight promotions and its Wandermust campaign, which identifies individuals with the travel “gene”.

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