Everyone knows KFCs It’s Finger Lickin’ Good tagline – a brand promise about the quality of the food and the fun dining experience.

Our idea was to bring KFCs tagline to life in an unexpected new way that would surprise and intruige consumers.

Working with food technologists at McCormick (the makers of KFCs 11 secret herbs and spices mix) we created It’s Finger Lickin’ Good Edible Nail Polish.

Available in Original Recipe and Hot & Spicy chicken flavours, simply apply, dry and lick – again and again and again.

The whole campaign was designed with a stylish aesthetic to appeal to our target audience’s two big loves – food and fashion.

Our campaign launched with a single cryptic Facebook post to help build buzz.

We then invited local celebs, press, plus food and fashion bloggers to an exclusive tasting event where they could try the edible nail polish and do food pairing with other KFC products.

KOLs live blogged the event, pushing our message out in real time.

The nail polish bottle and packaging took its design cues from the world of fashion to appeal to our young style-conscious target audience.

We also created a music video that was released on social media featuring a local beatboxer and tutting dancer – with a unique catchy track and hand choreography that dramatised the act of applying, drying and consuming the edible nail polish.

Our campaign caught fire, going way beyond our goal of putting KFC top of mind with Hong Kong consumers. Garnering global media coverage, we achieved a total reach of 235 million+, with 91% positive sentiment to the KFC brand, as well as being the #1 trending Twitter topic.