Mister Potato's KFC Cheezy Wedges Heist

9. Entertainment Kancils [9.5 Brand Partnerships, Sponsorship and Collaboration]

case board

case film

creative assets

Links:

Product/Service:

Potato Chips

Client:

Mamee Double Decker

Brief:

Mister Potato and KFC agreed a two-way swap. In phase one (August 2026), KFC put Mister Potato Syok Wave chips into two menu items. In phase two, Mister Potato put KFC's Cheezy Wedges flavour into our canister and Syok Wave pack. Good business on paper, but a swap has no story. Most co-brand deals end as two logos on one pack, and people don't follow a pack. Phase two also had to land after KFC had already had the big launch moment, with our stock still reaching stores slowly. The brief: turn a product swap into a partnership Malaysia would actually watch and talk about. It had to give both brands something real: a second wave of attention for KFC after its own launch, and a strong launch story plus sales for Mister Potato's new KFC flavour.

Solution:

Great partnerships make each brand more itself, not less. KFC's legend is its secret recipe. Mister Potato's is its rebel streak. So we cast both brands in a crime: Abam, Mister Potato's mascot, broke into KFC and stole the Cheezy Wedges recipe, and KFC agreed to play the victim. The heist explained the swap. The story ran in five episodes, one per channel: Abam spotted inside KFC on social; a CCTV series released clip by clip; Abam's sombrero placed on KFC's own Colonel logo; a TVC of the whole heist; and a live re-enactment with KOLs and both CMOs, Mamee's and KFC's, playing themselves. KOLs retold it in BM, English and Chinese under #mpxkfc. It took real trust: KFC let a potato put a sombrero on the Colonel. Results: 4M+ views on Mister Potato's Facebook and Instagram. The Rakyat Post called it "the ultimate KFC heist". RM1.89M in sales of the KFC flavour in three months, and Mister Potato's market share hit a 12-month high of 49.7%.

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