When Gregg Wallace, a judge on Masterchef UK, berated Malaysian-born contestant, Zaleha Kadir Olpin's Rendang as "not crispy" (and therefore eliminating her from the competition), it struck a nerve amongst members of the Asian community. If there was one thing that would unite Malaysians and their often-divided neighbouring countries – it would have to be food.

As the #1 fried chicken brand in Malaysia, we saw this as a unique opportunity to deliver a big brand win and put KFC at the centre of an epicurean faux pas.

Within 48 hours of the news breaking, KFC created a social posting for Facebook & Instagram featuring a bucket of KFC with the simple caption – “Not Rendang”. The post was created and approved in less than two hours and swiftly posted on KFC’s Facebook & Instagram pages.