KFC Malaysia jumps on WFH cooking hype with digital cookbook

KFC has partnered with Reprise Digital and Universal McCann (UM), both agencies under the IPG Mediabrands network, to launch its social-led #KepciKitchen campaign. The campaign aims to inspire Malaysians to get creative with their KFC meals while staying at home, and encourages them to try published recipes by KFC and share their own recipes and photos using the hashtag #KepciKitchen. Consumers may view all brand and crowdsourced recipes via the digital cookbook stored under KFC’s Instagram highlights panel and through the hashtag #KepciKitchen. The campaign will run until the end of the month, and users behind the best recipes shared will also stand to win KFC delivery vouchers.

The campaign is promoted on KFC's Facebook and Instagram platform, and the recipes featured include Nasi Goreng Kepci, The Kepci Sandwich, Mi Segera Kepci and Hot and Spicy Kepci Cili Pasta. The posts have garnered approximately 1,500 likes on Facebook and Instagram at the time of writing.

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In a statement to A+M, a spokesperson from IPG Mediabrands said the campaign had to be social-led because of the ongoing situation with COVID-19. The agency has seen an uplift in social media consumption, and decided to house the campaign on KFC’s social platforms. The spokesperson added that the agency saw trends of people creating their own meals with hashtags such as #CookAtHome on TikTok and Instagram. Thus it saw an opportunity to get Malaysians to spice up their meals with KFC at home while driving talkability and conversion for the brand simultaneously.

Additionally, the campaign will further engage "foodie" influencers and Instagram chefs to create their personal recipes using KFC's core menu ingredients. The list includes Rhys Williams, Adik Foods, Dapod Pdot, Raffie Yusoff and food artist, Samantha Lee. IPG Mediabrands spokesperson told A+M that it chose to collaborate with Instagram chefs who have built a following by creating simple recipes with an unique touch for the mass audience. This criteria is important as it wants to showcase recipes that are accessible and easy to make with simple ingredients that one could easily find. The spokesperson added that although one of its collaborators, Rhys Williams, is not a trained chef, his strong following in the Malaysian foodie community made him a suitable candidate for the campaign.

Chief marketing officer for KFC, Angelina Villanueva, said the campaign offers a kickstart to fire the imagination for home recipe ideas. She added that the Reprise and UM team have always been quick to leverage on trends to engage KFC fans, and this effort has already seen "tremendous" traction and engagement on its social platforms.

Amir Faiz, group creative director of Reprise said it has seen increased search and social trends involving food and recipe ideas, and wanted to enable Malaysian KFC fans to get creative in the comfort of their homes. "All it takes is a little imagination to turn every Malaysian kitchen into a #KepciKitchen that is open at all hours, even after KFC stores have closed," Amir added.

Last month, KFC voiced its support for delivery riders who are still hard at work during the Movement Control Order. In a Facebook post, KFC said the abang-abang delivery are "as strong as steel" and they salute the delivery riders who have consumers' backs, and are satisfying consumers' cravings whenever and wherever possible. "Terima kasih for your utmost dedication during these trying times so that we can #DudukRumah. Without you, our cravings could never be satisfied," the post added, and was accompanied by a picture with the words "Standing together to serve the nation". In addition to the post, KFC also launched a contactless delivery option on its web and mobile app, allowing both riders and consumers to keep a safe distance from one another.

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