KFC is cooking up a surprise for its consumers this Malaysia Day, serving up 11 Finger Lickin’ Good items. Together with Naga DDB Tribal, it collaborated with Malaysian streetwear brand Pestle and Mortar Clothing (PMC) to launch a collection inspired by Malaysians, made by Malaysians, for Malaysians.
Why 11 items? Some of you might wonder. Just like KFC’s 11 secret herbs and spices, these 11 items aim to make consumers drool like they are drooling over a bucket of original recipe fried chicken. In a statement to A+M, CMO Angelina Villanueva said Malaysia has been KFC’s home for more than 46 years and it wanted to do something out of the ordinary to celebrate Malaysia and KFC’s heritage in the country.
“We are expecting brand love and engagement with Malaysians through this campaign. Being a brand that believes in authenticity, we wanted to do this through accurate representation of our identity coupled with a meaningful contribution to society,” she said. Villanueva added that total sales from this campaign will be channelled to the KFC Add Hope Malaysia cause, KFC’s CSR stop hunger initiative. She added:
Apart from donning the pieces as a symbol of pride, consumers are also contributing and indirectly campaigning for a greater good.
According to Villanueva, while KFC remains focused on producing the most “craveable” Colonel-inspired chicken, the collaboration reinforces that KFC is a brand for all Malaysians as the campaign tagline reads – Inspired by Malaysians. Made by Malaysians. For Malaysians.
The campaign will also be rolled out on both digital and social platforms, as well as online. A PMC store at Sunway Pyramid will also be converted to a KFC classic store for consumers to purchase the collection, which will officially be released on 5 September. According to Villanueva, the store opening will be officiated with an event featuring media outlets and key opinion leaders, in a bid to generate further buzz.
“It’s a simple strategy but with a lot of quality crafting and hard work put into the details to bring out the true effect of this collaboration,” she added.
Meanwhile, here is a closer look at the collection that KFC created together with PMC. The shirt (pictured below) released by KFC and PMC puts atuk (grandfather) in a traditional get up, cementing his status as a true-blue Malaysian.
Meanwhile, the red hoodie (pictured below) comprises trilingual taglines, celebrating multicultural Malaysians who are always in the mood for good grub.
The Kepci Jalan Larut T-shirt (pictured below) invites consumers to experience KFC cara Malaysia (the Malaysian way) by representing the “Kepci” nickname. The T-shirt also pays tribute to the iconic KFC restaurant in Jalan Larut, Penang.
“KFC has called Malaysia home since 1973. This KFC x PMC collection celebrates the collision of culture between KFC and Malaysia. The designs are a fusion of contemporary streetwear style and old school Malaysian prints and patterns. Every piece tells a story of KFC’s heritage in Malaysia,” explained creative directors, Jeremy Yeoh and Suryadipura Salleh.
Check out the video here:
Chief Creative Officer: Alvin Teoh
Executive Creative Director: Paul Lim
Creative Director: Jeremy Yeoh, Suryadipura Salleh
Creative Group Head: Rachel Hoo, Gui Jiann Rong, Naqib Shamsuri
Senior Copywriter: Candice Chhoa
Art Director: Bobby Lai, Sam Lai
BM Copywriter: Zhaffiry Fenner Zakaria
Head of AV: Sharon de Silva
AV Producer: Lee Boon Hsin
Business Unit Head: Sharon Woodford
Account Director: RZ Chew
Senior Account Manager: Brian Khoo
Pestle & Mortar Clothing
CEO and Founder: Hugh Koh
Business Lead: Lim Fei Xiang
Creative Lead: Jack Gan
Sales & Partnership Lead: James Adam Tang
Partnership & Marketing: Sakti Kana
Communications: Lucas Lau
Film Director: Carolyn Chon
Executive Producer: Pat Singh
Producer: Sare Raman
DOP: Sam Koay
Film Editor: Kalidazz Chandra
Post Production: Asia Pacific Videolab
Audio Production: 1Hundred Studios