The International Children’s Day 2022 was approaching, but kids in Shanghai were not so happy as usual as they had been locked down in their homes with over 30 million citizens for two full months to prevent the spread of COVID-19.

When people were locked up amidst endless PCR test, online meetings and social disconnections, so were their emotions. People urgently needed an outlet to express their lockdown frustrations.

KFC wanted to cheer up both the kids and adults by launching a new meal combo for the Children’s Day. With McDonald’s Happy Meal being popular in China for decades, KFC hopes to challenge its leading role in the kids meal market while engaging consumers with impressive bundle sales.

Introducing KFC Unhappy Meal, a kids meal promotion came with a Psyduck toy. To cheer up all, KFC put stickers on the dancing Psyduck’s moving hands with funny or motivating messages that allowed all to unlock their creativities as well as happiness.

1. KIDS, JUVENILES, AND YOUTH are the primary populations who celebrate the International Children’s Day and purchase the meal combos with toys. They have a nostalgic emotional attachment toward Pokémon cartoons which accompanied them since childhood, while Everyone has an inner child regardless ages and generations.

2. THE “BLIND-BOX COLLECTIBLE” craze in China has turned millennials and Gen Z and more into toy enthusiasts, while meals with toys as incentives have the potential to engage consumers from diverse age groups.

With a new kids meal combo in partnership with classic IP Pokémon through a creative nostalgia play, KFC was not only to bring back a happy Children’s Day for kids but also to engage more consumers from diverse age groups.

The naive look of the Psyduck with the catchy tune and funny hand move resonated with both kids and adults and soon became a meme and internet sensation as people started posting short videos and voicing their own feelings at that moment:

I WANNA GO OUT

NO OVERTIME

MAKE MORE MONEY

COVID-19 BE GONE!

MEET ONLINE

Everyone was catching on including government officials and celebrities to generate their own contents and share their creative clips on social media. The Psyduck craze eventually went viral around the world. Even Pokémon’s Chief Creative Officer in Japan showed off his dancing KFC Psyduck on social media. Over 20 international markets joined the global Psyduck craze.

The Psyduck became the most-wanted holiday toy. Some parents even petitioned the government for more Psyducks to delight their stay-home kids. KFC service hotlines were overwhelmed with calls for the duck.

The Psyduck craze hit the number one social topic, with over 65 million interactions across social network and 370 million video views on TikTok. KFC earned free promotions worth hundreds of millions. In addition, KFC Psyduck meal combos were sold-out either in-stores or deliveries.

TOP 1 ON SOCIAL HOT TOPIC FOR WEEKS

370 MILLION ORGANIC VIEWS ON UGCS

2 MILLION MEAL COMBOS SOLD OUT IN 72 HOURS

KFC has made it known as a fast culture trendsetter and ambassador for happiness other than a fast-food brand.

Data source: Yum China