KFC makes Singapore’s quirks the main course in biggest local campaign

Some peel off the skin before eating, others drown their chicken in chilli, while a few scoop sides with tenders like spoons. However you eat it, KFC Singapore is celebrating the quirky rituals that make fried chicken a personal experience with its new campaign, “How do you KFC?”.

Launched as the brand’s biggest local campaign to date, the initiative puts the spotlight on the unique ways Singaporeans enjoy KFC. Rolling out across TV, YouTube, OOH, radio, digital, social and activations, the campaign invites fans to share their own eating rituals online for a chance to win free KFC for life. Five standout entries will also be immortalised as real, limited-time menu items named after the fans themselves.

The campaign will run from 3 September to 14 October, with activations and social content supporting the push. KFC added that as a brand communication, “How do you KFC?” will continue to live on as part of its long-term brand promise to customers.

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At the menu level, the launch is backed by the debut of two new items, the original recipe tenders and the original recipe burger, made with KFC’s signature 11 herbs and spices. A brand favourite, the KFC Bucket, also makes a comeback, letting fans enjoy their chicken the way it was originally intended.

Supporting the launch is a one-minute brand film, described as part sensory trip, part ASMR “chicken symphony,” alongside three cheeky visuals highlighting KFC rituals. Influencers will also drive buzz by showcasing their own quirks and sparking challenges under the #YouCanBeYou spotlight.

According to KFC, the campaign is anchored on overall brand lift as a key business objective. In an age where much of the food around us is highly processed, the brand said it wanted to highlight the care and standards that go into every piece of KFC chicken.

The insight came from the ground up, said the brand, observing how restaurant teams, friends, and families all have their own special way of enjoying KFC. “We wanted to celebrate those one-of-a-kind Finger Lickin’ Moments — because they only happen thanks to the magic that happens behind the scenes. And this is just the beginning — there’s more content to come,” said the brand.

Jaslyn Lam, director of marketing and food innovation at KFC Singapore said that “everyone enjoys KFC their own way.”

“This campaign is about celebrating that individuality, because when we let chicken be chicken, you can be you,” Lam added.

R/GA Singapore served as the lead creative agency on the campaign.

Its creative director, Reagan Raj, added: “We’ve always known that eating KFC is more than just a meal, it’s a personal ritual. That simple but powerful insight gave us conviction to create a bold creative vision that celebrates the unique ways Singaporeans enjoy their KFC.”

The campaign builds on KFC Singapore’s ongoing efforts to strengthen its brand presence with bold, locally resonant storytelling. Earlier this year, the brand launched “Break the morning”, a campaign that encouraged consumers to step away from routine and try its breakfast menu.

That push introduced a striking new visual language for the QSR brand, blending familiar KFC identity cues with unconventional morning imagery to help it stand out in a crowded category. Together, both campaigns mark a deliberate move by KFC to reinforce its brand promise while carving out fresh occasions for fried chicken in the lives of Singaporean consumers.

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