KFC SG is looking for its next top meow-del

KFC Singapore is putting cats in the spotlight with its first "Meowfluencer search", as the fast-food chain looks for a feline brand ambassador to front its campaigns, product launches and brand collaborations over the next year.

The search, which began on 22 September, has now been narrowed down to three feline finalists. The public will decide the winner on 10 October at KFC's inaugural Pets Meet at The Star Vista, where visitors can vote for their favourite cat.

For KFC, the move into the pet space is part of a wider effort to stretch its "Finger lickin' good" positioning beyond taste and into experiences that give consumers reasons to participate in and share moments around the brand.

Speaking to MARKETING-INTERACTIVE, Jaslyn Lam, director of marketing and food innovation at KFC Singapore, said the brand's purpose is to "fuel fandom", with community building sitting at the heart of that approach.

"The pet-loving community is a natural extension of this vision. Singaporeans share a very special bond with their furkids, and we see an exciting opportunity to celebrate that relationship by bringing like-minded people together through shared experiences, meaningful interactions and, of course, a little KFC fun along the way," said Lam.

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The search has seen cat owners put their pets forward for the role, with KFC looking beyond appearances when choosing its eventual ambassador. According to Lam, the ideal Meowfluencer should have a strong personality, a natural presence in front of the camera and a close bond with its owner.

The winning cat will receive a 12-month brand ambassadorship and could feature across upcoming KFC campaigns, product launches, content and brand collaborations.

Lam added that KFC sees the Meowfluencer as more than an "adorable face" for the brand, with the feline ambassador intended to help bring Singapore's pet-loving community closer to KFC through content, campaigns and shared experiences.

"The Meowfluencer represents our belief that brand love goes beyond food and transcends different communities," she said. "Through our new furry ambassador, we hope to create more opportunities to connect with Singapore's pet lovers in fun, unexpected and meaningful ways."

KFC said the search has already drawn strong participation from cat owners in Singapore and attracted attention from other markets. For Lam, the response signals an opportunity for the brand to connect with consumers around interests beyond its core food offering.

More than a one-off pet project

Alongside the Meowfluencer vote, KFC will hold its inaugural "Pets meet" on 10 October at the open area outside its The Star Vista outlet, bringing pet owners and their cats together through a series of activities.

The event will include a pet stamp rally, photobooth and social activities designed to encourage owners and their pets to interact. Pet grooming company PetPat, pet products distributor SilverSky and animal communication service Cosmic Harmony will also participate.

KFC is extending the push into merchandise with its first collection created specifically for pets. The KFC "Pets club" range includes a pet bed modelled after the brand's signature chicken bucket, a breakfast twister plushie, chicken-inspired headgear and a collared bib.

However, Lam said the merchandise and event are intended to be the starting point rather than the extent of KFC's play in the pet space.

"Beyond a one-off event, we envision this as the start of a longer-term journey to build a community where pet lovers can come together, connect and create memorable experiences with KFC," she added.

The pet push also coincides with KFC's latest product innovation, with the brand bringing back its "Kentaco" format on 21 October as the Louisiana surf n' turf Kentaco. The "all meat, no bun" offering combines its hot and crispy chicken fillet with crispy Ebi prawn, southern slaw and a garlic seafood dip, alongside a wider range featuring seasoned chicken bites, prawns and a loaded salad bowl.

The latest campaign follows KFC Singapore's collaboration with Mandai X's Ranger Buddies, which saw the fast-food chain bring wildlife education and interactive play into its family dining experience.

Launched on 1 October, the year-long partnership turns KFC outlets across Singapore into "Ranger Buddies outposts" through themed trayliners, customised Lil' Buckets and table stickers. Speaking to MARKETING-INTERACTIVE at the time, Lam said the partnership was a natural fit as it brought together two areas central to the brand's approach — families and fun.

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