KFC Singapore gets saucy and smoky this Ramadan

KFC is elevating a beloved Indonesian dish - ayam kecap manis ('sweet soy sauce chicken') - into a smoky delight with its new 'Smoky kecap manis chicken' offering. 

Coinciding with the month of Ramadan, the limited-edition dish is available from 25 February to 7 April, with a campaign combining lifestyle extensions and social engagement. 

The campaign's hero is the 'Smoky kecap manis chicken', fried chicken glazed in a caramalised sweet soy reduction and topped with fried shallots and fresh green onions. According to the brand, the new item taps into "newstalgia", a growing trend that sees the elevation of familiar tastes for a modern twist. 

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Kecap manis was also chosen for the versatility of the condiment. Hailing from Indonesia, the dish is reminiscent of flavours Singaporeans have grown to love. This includes umami notes and syrupy consistency that are akin to satay ('meat skewers'), gado-gado ('Indonesian salad') and nasi goreng ('fried rice').  

For the first time, KFC is releasing a sauce in a bottle, allowing fans to enjoy the sauce wherever they go. The 'Smoky kecap manis sauce bottle' is designed by local illustrator Aida Sa'ad, otherwise known as Yellow Mushmellow. The design is inspired by her two sisters with special needs, as well as her ability to see magic in everyday things. 

In addition, the 'Smoky kecap manis sauce bottle' showcases a joyful reunion of two people brought together by their shared love for KFC. Sa'ad design brings forth the whimsical with cheery yellow background, streaks of sauce flowing through and the celebratory air of sparklers and music.

Social media activations are also central to the campaign. Fans are encouraged to share their 'Smoky kecap manis' moments on Instagram for a chance to win a matching set of traditional baju kurung ('traditional Malay outfit') inspired by the sauce bottle. 

Delivery-exclusive perks, including the iridescent 'KFC x Coke radium bag' with a Family Feast meal add an extra layer of excitement and exclusivity. 

The campaign follows the fast-food brand's Chinese New Year campaign where it aimed to reframe the idea of luck. Anchored by the limited-edition 'La Zi Ji' ('Sichuan mala chicken'), the campaign sees a character named Lady Huat in a series of short-form videos. Each video paired a specific aspiration, from career prosperity to romance, with a performative greeting and a bite of chicken. 

Rather than a single hero film, KFC opted for episodic storytelling, extending Lady Huat’s presence across multiple touchpoints throughout the festive period, allowing the brand to engage customers through stories that can unfold progressively. 

Beyond social content, the campaign extended into collectibles with the introduction of "Huat paws", a series of Fortune Cat blind boxes available with purchase.

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