KFC Malaysia - Advertising

The Problem

KFC Malaysia had no problem attracting its older consumers, but it was losing out on the younger generation due to their disinterest in the brand and lack of enthusiasm for a brand tied so strongly to Malaysia's family values.

The Solution

Tapping into the social climate of Malaysia at the time, the Fiery Power Challenge aimed to give young Malaysians a purpose that they could be passionate about. Offering a burger challenge to young adults where the hotter the burger, the more that could be donated to one of three charities of their choosing. This radical CSR initiative engages millenials while helping out the community at large in a uniquely fun KFC way.

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