KFC Malaysia hijacks Instagram influencers with fictional persona

KFC has created a fictional Instagram persona who loves KFC, Mat Ayam Free, for its "Ayam Everywhere" campaign which sees the persona hijacking photos of key local influencers while holding a piece of KFC chicken.

Done together with Reprise Digital and UM, the campaign shows Mat Ayam Free appearing in photos alongside KOLs such as Scha Alyahya, Zizan Razak, Syafiq Kyle, Ridduan Ttfga Ismail, Joe Flizzow, Mira Filzah and Hael Husaini. Mat Ayam Free has also been spotted at various events and shows including a local variety show on TV3, Bintang Bersama Bintang, where he photo-bombed the live telecast with the message "Aku dapat ayam free kat Kepci." (I got free chicken at KFC). Launched on 14 March, the campaign will run for the next 10 days with the hashtag #AyamEverywhere.

KFC's CMO Angelina Villanueva said by leveraging the power of Instagram, the brand is able to capture the attention of the younger audience who are hard to engage.

"The Reprise, UM and KFC team were quick to come up with a campaign that is unique, humorous and attention-grabbing. Creatively repurposing the photos of famous local entrepreneurs and entertainers, they have made this character, and in turn KFC, lovable,” she added.

Meanwhile, MD of Reprise Digital Stanley Clement said despite conceptualising, shooting and producing the campaign in a short time span, the team still managed to inject a fun an quirky feel to Mat Ayam Free's character.

"The editing team has done a brilliant job as he seems to blend into each photo, as though he were actually posing with each of these local celebrities. Mat Ayam Free is relatable to every Malaysian who loves chicken, a good deal, and striking an Insta-worthy pose," he added.