KFC Raya Meowriah
6. Digital Experience Kancils [6.13 Best digital-led integrated campaign]
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Links:
Product/Service:
Food
Client:
KFC Malaysia
Brief:
When times got tough, people weren’t exactly lining up for us, especially during Raya. To win back hearts, we needed to remind Malaysians that KFC has always been part of what Raya stands for: family and togetherness. But today, family looks a little different.
We discovered that 51% of young married Malay households have no children but do have cats. But every Raya, while everyone’s dressed to the nines, the furkids get left out of the fun.
Solution:
We embraced the modern families redefining what togetherness looks like today with KFC Meowriah. A celebration that made Raya more inclusive for every kind of family.
Through a limited-edition fashion line for felines, cat parents could dress their furkids in Baju Melayu and Baju Kebaya seasoned with KFC’s iconic elements.
Dropped live on TikTok Shop during peak Raya shopping season and featured at KFC Rumah Terbuka events, we used cats to turn conversations our way, bringing KFC back into the heart of the celebration.
