Just as Christmas is the busiest time for retailers in the Western world, Chinese New Year sees brands vying for sales in countries with an ethnic Chinese majority. In Singapore, that population makes up 75.9% of the citizens.

Hence it is commonplace for the market to be inundated with seasonal advertising. Fast Food restaurants in particular often come up with limited time menu items themed after food flavours associated with the occasion. KFC, of course, is no exception.

Our challenge was to increase sales of KFC menu items by other means, intercepting culture. This was made even more challenging still with a humble budget of less than $20k, and the objective of a +3% brand consideration increase.

Unlike other New Year festivities around the world, Chinese New Year is all about ushering good fortune ($$). Needless to say, everyone tries to maximise their luck with good Feng Shui, from the items they display, to wearables.

As our luck would have it, 2024 is the Year of the Dragon and according to zodialogical wisdom, the Rooster is the perfect ally to the Dragon. So as the most iconic “rooster” brand, KFC got into the business of selling luck. In collaboration with renowned Feng Shui master, Jet Lee, we designed Lucky Undies imbued with all the elements to feed the hunger for good fortune.

Like Christmas, the Chinese New Year is no stranger to its own festive food binges. And to be quite honest, authentic Chinese restaurants and home-made delicacies are more alluring to the people celebrating it.

And while KFC is a familiar and nostalgic brand, Kentucky doesn’t exactly scream Chinese, which is why each time Chinese New Year comes along, the brand offers a limited time flavours inspired by the occasion. Unfortunately, so does every other fast food joint.

That said, there is one ingredient that Chinese people appreciate more than anything during the New Year… Luck. You can never have too much of it.

So we fed into the festive zeitgeist by feeding this craving for good fortune. Creating the most intimate wearable to maximise your luck. A food pairing, if you will, at its very best.

The hype around the Lucky Undie was made possible by focusing on 3 things:

- The PR buzz of partnering with renowned Feng Shui Master Jet Lee in the making of the Undies. Beyond trade media, it quickly made news on mainstream media channels like Channel News Asia & Mothership - which are two lifestyle platforms Singaporeans consume for all things buzz-worthy.

- Instagram posts starring the Feng Shui Master himself, extolling the virtues of our design and dropping pearls of wisdom, like even when to wear the undies for optimal luck. The candid and humorous reactions took on a life of their own.

- The influencer marketing, also on Instagram, where people got to see the undies being modeled by 34 influencers popular with Gen Zers (combined following over 600K).

- All 888 pairs of Lucky Undies sold out across the country within 13 mins of Drop

- $78M+ in PR Value

- +137% increase in engagement

- +40% increase in Gen Z Brand Affinity Score

- $1.85M+ in Sales

- +3.8% increase in brand consideration

- +15% increase in sales compared to past Chinese New Year

- Listed on Resale Market within 30 minutes of launch

- $500 pair sold on the resale market!

- All from a budget less than $20k