Myanmar · Brand & Creative Communications
KFC: And the Winner Is Big and Spicy
KFC Myanmar reformulated its fried chicken to be bigger and spicier for local tastes and asked Ruder Finn Era to drive trial without announcing a relaunch. A three-month campaign built on Myanmar's traditional rooster battle dance, led by a digital film with three influencers, delivered 2.1 million video views and an 11 million KOL reach.
The challenge
KFC Myanmar had reworked its core product to answer two long-standing consumer complaints, portion size and spice level. The commercial goal was to win trial from competitors' customers, but the brand did not want to talk about a relaunch or an upgrade, which would only remind people that the old product had fallen short.
The campaign therefore had to make size and spice feel exciting, re-energise the existing fan base and leave newcomers wondering whether KFC had always been this good.
Our solution
The insight came from Myanmar culture rather than the product sheet. Kyak Hpa Khut, the rooster battle dance played by children across the country, dramatised exactly the qualities the new chicken stood for: size, heat and a bit of swagger. It also made the fried chicken category feel unmistakably local.
Ruder Finn Era developed the creative concept and produced a digital TVC featuring a stylised dance montage performed by three well-known influencers, then ran a three-month programme of social content and KOL amplification that invited fans to join the dance and pick a winner.
The results
The film passed one million views in its first three days and turned a product change into a cultural moment, with page shares up seventeenfold during the campaign.
- Client
- KFC
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- Food and beverage
- Engagement
- Project
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