KFC Treats: Giving Our Small Bites Their Big Break

7. Commerce Kancils [7.7 Best commerce-led integrated campaign]

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Product/Service:

KFC Treats

Client:

QSR Stores Sdn Bhd, KFC Malaysia

Brief:

KFC is already known as the go-to for big meals — lunch, dinner, celebrations, gatherings. But that strong association also boxed the brand in. We were missing out on smaller, everyday eating moments where Gen Z and young Malaysians now look for little treats to lift their mood — desserts, snacks, or drinks they can enjoy between meals. At the same time, our smaller menu items (like tarts, mochis, and coffee) weren’t getting attention — constantly seen as sides, not stars. So how do we make KFC relevant beyond mealtimes — and reframe our small bites as moments of joy worth celebrating?

Solution:

So we decided to think small. We looked at our menu and found a range of underrated snacks, desserts, and drinks — great products that had never gotten their moment to shine. And we gave them one. Introducing KFC Treats — a new sub-brand where our small bites became the main stars. We gave them a bold new look and feel, designed to appeal to younger Malaysians who celebrate the little wins in life.

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