For its latest ad campaign to build on the "sogood" tagline, KFC has filmed consumers gushing over its food and broadcast their testimonials as TV commercials.
Working with Grey Singapore, KFC used Facebook to invite people to its outlet at Big Splash offering up a fried chicken buffet. People were then asked what made KFC so good.
"Being able to produce ads that genuinely represent the feelings of KFC's consumers, is a great testament to the brand," said Subbaraju Alluri, CEO of Grey.
"We are very satisfied with the response we've had from consumers on what the brand means to them."
The ads run on free-to-air channels, cable TV and online.