Mister Potato's KFC Cheezy Wedges Heist

8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]

case board

case film

creative assets

Links:

Product/Service:

Potato Chips

Client:

Mamee Double Decker

Brief:

Mister Potato and KFC agreed a two-way collab. In phase one (August 2026), KFC launched two menu items made with our Syok Wave chips and took the big launch moment, as the bigger partner does. Phase two was ours: KFC Cheezy Wedges flavour, in the Mister Potato canister and the Syok Wave pack. But we had three problems. We were going second, a few weeks after KFC's own launch. Stock was still reaching stores one shelf at a time, so an "out now" launch would send people to empty racks. And Mister Potato sales had fallen 8.1% in Q3 2025, so the brand needed growth, not just noise. The brief: launch a co-branded flavour that arrives late and in short supply, make Malaysia want it before it is everywhere, and turn that want into sales and market share for Mister Potato.

Solution:

Mister Potato is the rebel snack, and our mascot Abam is the cheeky one at the back of the class. So we didn't launch. We pulled a heist: Abam broke into KFC and stole the Cheezy Wedges recipe, and KFC agreed to play the victim. The story explained the swap, and turned the wait for stock into scarcity. It ran in five acts. 1) Abam spotted inside KFC on social. 2) A CCTV series of the break-in, released clip by clip. 3) Abam's sombrero placed on KFC's own Colonel logo. 4) A TVC telling the whole heist. 5) A live re-enactment with KOLs and both CMOs, Mamee's and KFC's, playing along. By the time stock arrived, Malaysia was hunting for it. Results: 4M+ views on Facebook and Instagram. RM1.89M in flavour sales in the first three months. Q3 2026 Mister Potato sales up 19.4% vs a year ago, after falling 8.1% in Q3 2025. September was the best sales month in a year, with market share at a 12-month high of 49.7%.

Previous Next