KFC drops world-first vending machine in Sydney as Sweet Tokyo campaign goes full throttle

KFC is turning heads with a world-first vending machine activation in Sydney, part of its new Sweet Tokyo campaign developed by Ogilvy and supported by a full creative and influencer ecosystem.

Launching on 18 October, the vending machine will dispense free Sweet Tokyo Hot & Crispy chicken, a limited-edition menu item that is trending hard and fast on Google and across social media. 

The machine is hidden in a “secret spicy location” with fans encouraged to follow clues on social to find it. A KFC spokesperson confirmed the machine will be tucked away in “Sydney’s spiciest alleyway.”

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The activation is part of a broader campaign that leans heavily into Japanese pop culture and absurdist humour, with a hero film shot in Tokyo’s Shinjuku district by renowned director Hiroshi Kikuchi. The spot tells a love story between crispy chicken and teriyaki sauce - complete with fast cuts, sesame seed kids and a nod to the high-energy style of Japanese advertising.

Ogilvy led strategy, creative and activation, with We Are Social driving the social rollout and influencer engagement. Instagram creator Onyedika Agbarakwe is helping tease the vending machine’s location, turning the hunt into a real-world flavour side quest.

“This isn’t just a product launch - it’s a full-blown cultural moment,” Ogilvy creative director Shaun Branagan, said. “We wanted to tap into Aussies’ fascination with Japanese culture and give them something unexpected, fun and totally finger lickin’ good.”

The campaign spans TV, VOD, OLV, OOH, social, activations and audio, with EssenceMediacom handling media and AKQA on digital. The vending machine stunt adds a layer of gamified engagement, blending influencer-led discovery with real-world reward.