Texas Chicken has launched a new video on its social channels promoting its sambal-flavoured chicken. The video was done in collaboration with advertising agency BREED. The online video features familiar characters Auntie Bee Li and Makcik Halijah, who were featured in Texas Chicken’s previous video of a rap battle about sambal, getting trapped in a TikTok-style universe. They subsequently race through various TikTok-inspired scenarios to get their hands on the Texas Sambal Chicken.
According to a press release, the main video will be boosted on YouTube and Facebook while the individual segments will appear on Instagram Stories and TikTok. Tapping on the popularity and slapstick nature of social platform TikTok, Texas Chicken aims to remind viewers that it is not just a fast-food brand, but has a bold and fun personality too.
“Texas Chicken Sambal is one of our well-received product offerings. We needed to stand out in the highly competitive Quick Service Restaurant category, so we served up something in a relevant and engaging way,” said Eugene Lim, director of marketing and branding, Texas Chicken Singapore.
“Our goal was to make Texas Chicken Sambal relevant in a way that hasn’t been done by anyone yet, so we turned to the weird, diverse and incredibly creative world of TikTok as our source of inspiration. It’s a huge community that’s gone under the radar ad-wise so we thought it would be great for Texas Chicken to tap into it,” added Keith Kwek, founder of BREED.