KFC Malaysia hops on the plushie train with 'Kepcibara' drop

KFC Malaysia is turning up the heat on fan engagement with its latest campaign, "Kepcibara", which introduces a trio of charming capybara plushies that are set to capture hearts.

Teasing the arrival of the new plushies, KFC Malaysia, in partnership with creative agency Naga DDB Tribal, shared posts about the 'gebu buddies' ('fluffy buddies') on social media, in a build-up to the soft toys' release. They will also come in the form of blind boxes.

At the heart of the campaign are three 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. Once ordinary capybaras who escaped the zoo, Chiket, Buck Buck, and Zingi became utterly obsessed with the irresistible aroma of KFC, transforming into the “Kepcibaras” in their quest to devour all things crispy and delicious.

Don't miss: KFC Vietnam picks new media agency

Chiket is the cheerful leader, carrying a KFC chicken bucket on his back. As the self-proclaimed "crunch protector," he’s obsessed with guarding every drumstick like treasure.

Buck Buck is the laidback sidekick who prefers snoozing in a KFC bucket, blowing bubbles in his sleep. Quiet and chill, his personality core is all about lowkey vibes.

Meanwhile, Zingi is the bold foodie of the trio, sporting a KFC Zinger burger bag and a flair for spicy drama. Her motto? Life’s better with a little heat and a lot of flavour.

KFC Malaysia is set to release the plushies soon.  

To amplify the launch, KFC is also working with creators to release unboxing content and share how fans can get their hands on the plushies. The campaign leans into storytelling and character-driven marketing to strengthen KFC’s emotional connection with customers, especially younger fans and families.

Prior to the "Kepcibara" campaign, KFC Malaysia added a creative twist to their annual Raya campaign, by dropping an exclusive baju Melayu (traditional Malay outfit) and baju kebaya (traditional dress) for cats.

The quick-service restaurant is the latest to jump onto the plushie train, following a host of other brands releasing exclusive plushies in the past few months.

This includes ZUS Coffee with the return of its ZUS Buddy plushies with different emotions, Gong Cha Malaysia with its four plushies named closely after well-known pop stars, as well as Tealive with its Bru & Friends sling bag merchandise.

Related articles:
Cute, cuddly, calculated: How plushies are helping brands stay relevant
KFC Malaysia names new CMO
KFC Malaysia drops Raya clothing set for feline friends