KFC Malaysia is bringing back its Hot & Cheezy Burger and hyping up excitement around the burger with a marketing campaign titled "WOW My Burger’s Now Hot & Cheezy Volume 1". As part of the campaign, KFC has created its own songs list with mock titles of famous songs which can be accessed by scanning the logo on competitors' burger wrappers. These KFC song titles include Return the Mac, Kau Burgerku, Uptown Cheese and Cheese Drives Me Crazy. The campaign also features the beloved Hot & Cheezy mascots.
To push for its delivery service, customers ordering in will also receive a promo code to try out the KFC Hot & Cheezy burger. The campaign runs until 25 December on YouTube, Facebook and programmatic banners, and was done together with UM, Ensemble, Real Time Studio and Graph Studio.
KFC's CMO Angelina Villanueva said it is always a pleasure to work with agency partners who understand the brand and are able to excite its audiences in innovative new ways. For instance, ‘The Other Sanders’, the Golden Egg Crunch TV-sync campaign; or the recent ‘#MatAyamFree’ social hijack; all had relevant moments of culture and a cheeky spin infused into the work which have resonated well with consumers, she said.
"With ‘WOW My Burger’s Now Hot & Cheezy Volume 1.’, the team outdid themselves. It is as much cheeky as it is cheesy, befitting the return of our HOT & CHEEZY burger. We hope everyone will enjoy it," Villanueva. Ensemble's ECD Chan Woei Hern said the Hot & Cheezy project was a leap of faith by the clients, and one of Ensemble’s biggest breaks.
"When presented with the opportunity to jump back into it, we didn’t think twice. It was inspired by the clients saying that they didn’t want our little Hot & Cheezy mascot to be a ‘one-hit wonder’. I guess we just took it from there to give audiences a chance to be part of the story-doing," he explained.