KFC Singapore has partnered with Lay's to launch its new flavour, BBQ Crunch Chicken. Available until 2 January 2022, the exclusive flavour marries the crispiness of KFC's chicken and Lay's barbeque-flavoured potato chips, which are mixed in with KFC's chicken flour and then sprinkled on top before being served.
Juliana Lim, senior director, marketing and food innovation, KFC Singapore told MARKETING-INTERACTIVE that the product will be marketed through a 360-degree integrated media campaign which includes TV commercials, radio, digital and OOH activations such as billboards, posters and bus stop ads. At the same time, KFC Singapore will also be working with influencers for different social engagement and activations.
The BBQ Crunch Chicken also leads up to KFC Singapore's 45th anniversary in 2022. "Never shying away from totally new and sometimes even un-imaginable creations for fans, KFC Singapore is looking to build on this equity. In true KFC style, fans can expect even more finger lickin’ good creations to come," Lim said.
According to Lim, the idea to create the BBQ Crunch Chicken came about as it noticed that, in addition to being crunchy, both KFC fried chicken and Lay’s potato chips already have fans licking their fingers when enjoyed separately. Hence, the brands new that the combined product will be "finger lickin’ lickin’ lickin’ good". Through this new offering, KFC Singapore hopes to see an increase in sales and brand consideration during this year-end festive season.
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