It’s tough to stay relevant in the fast food market. Millennials have an increasingly shorter attention span, and so do their taste-buds. That’s why brands have to constantly create and launch new flavours and variants.

We were tasked with the launch of the KFC Thai-inspired flavour, Sawadee Crunch through a digital-led campaign. So how do we capture the attention of millennials and their taste-buds in a fresh and engaging way?

We decided to turn your social media led travel envy into KFC currency!

When it’s holiday season, not everyone can get themselves to Thailand. So KFC wants to help you bring your taste-buds there instead.

So next time you’re scrolling your socials and a friend’s Thai travel photo sparks your jealousy – screenshot them, submit it online, and turn them into a discount voucher for the all-new KFC Sawadee Crunch. Get the taste of Thailand right here at home!

Media insights showed that Malaysian tourists travel to Thailand all year round, peaking during October, the launch of Sawadee Crunch. With Facebook and Instagram penetration growing year on year, we knew they would be sharing their holiday hashtags and selfies for all their friends to see.

And for stuck-at-work Malaysians, seeing their friends’ fun-and-sun posts on social media while sitting at their office desks would be a bummer and activate their Kiasuness (FOMO).

We decided to help out our office-anchored friends and leverage on their friend’s Thai-travel posts to get instant, tasty revenge. Using their friends photos that triggered envy in the first place.

We talked to Malaysians when and where travel jealousy would hit them the most.

While you’re scrolling through your socials, KFC’s social ads that are designed to look just like your friend’s travel photos, reminded you that you were stuck at work.

In this busy travel period, travel searches and exchange rate sites were utilized too. Even KFC’s radio spots during work commute rush hour were there to remind you to turn your friends’ travel photos into a discount voucher via a microsite for the all-new KFC Sawadee Crunch.

Campaign period: 21 Oct- 10 Nov 2019

Scale: Nationwide

1. Garnered more than 230,000 clicks throughout the four-week campaign.

2. Received 12.4 million social impressions.

3. Garnered 13% of engagement rate with a benchmark of 5% on Facebook.