KFC goes for local appeal during CNY

KFC has rolled out a Hong Kong themed campaign to promote its range of products themed around Chinese New Year.

Under the tagline “Hong Kong Classic Series”, the chain adds some Hong Kong-flavored title onto its standard global products.

A 30-second TVC will run until mid-February, featuring locals from different walks of life showing how they made their first bucket of gold.

William Tsing, marketing director of KFC Hong Kong, told Marketing that relevance was essential for KFC to stand out in a highly competitive QSR market.

“Hong Kong people tend to work diligently to fulfil their dream of having a first bucket of gold. Thus, the insight of the campaign was originated from this Hong Kong's renowned spirit in "earning your first bucket of gold.”

“We target to let more customers to love our brand through locally relevant message which blended with strong Hong Kong spirit. Such spirit allows the brand to be more approachable and well connected to local individuals,” said Tsing.

“There is no better way to pull Hong Kongers heartstrings by adopting a traditional Hong Kong approach,” he added.
Creative duties went to long-term partner David Communications and media duties were handled by Mindshare Hong Kong.

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