2. Audio Kancils [2.1b Best use of radio: Campaign]
KFC Zinger Double Down
KFC Malaysia needs to launch their most sinful burger, KFC Zinger Double Down. It's meat on meat on meat. However, healthy living has never been more popular in Malaysia. How can we make an indulgent burger like KFC Zinger Double Down appealing when healthy living is on the rise?
We did what no fast food brand has dared to in the region. KFC encouraged people to exercise and eat healthy. Because if you can't beat them, join them. We launched a series of relatable radio ads to motivate listeners to live healthy. Each script was crafted to remind them the reason behind their efforts - to get the ultimate reward, the KFC Zinger Double Down.