KFC adds zing to Singapore’s iconic chicken rice

Grey Singapore has launched a new campaign for Kentucky Fried Chicken (KFC)’s spicy new product, Zinger Chicken Rice. The product boasts a perfect combination of KFC’s signature spicy Zinger fillet served with fragrant chicken rice and a spicy percik sauce, all freshly-prepared in-store.

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With the tagline “Enjoy the Zinger you love – in a spicy new way!”, the campaign aims to create awareness of this new product that will be a permanent addition to the KFC menu.

“KFC has taken Singapore’s iconic chicken rice and added the famous spicy Zinger fillet to create a truly unique KFC Singapore experience,” says Ali Shabaz (pictured left), Chief Creative Officer, Grey Group Singapore, Indonesia and Thailand. “The team at Grey is committed to find creative solutions that will deliver meaningful and tangible results for KFC – in this case, we aim to establish awareness of the Zinger Chicken Rice, which is an exciting combination of two of Singapore’s well-loved food,” he added.

The Zinger Chicken Rice campaign comes on the back of another successful campaign that was also created by Grey. ‘The Singapore Re-fuel Package’, consisting of two KFC Rice variants namely Spicy Tomato sauce and Original Recipe sauce, was launched last year and featured celebrity En Lai as the ‘minister’ Soh Ho Jiak who believed in rewarding Singaporeans with the perfect ‘Re-fuel’ meal of rice with KFC chicken.

Credits – Account Manager: Tajjlee Rahim. Senior Art Director: Tan Giap How. Junior Art Director: Christopher Wong. Copywriter: Aslinda Khanafi. Producer: Sandra Ong. Director: KC, Lunar Films). Producer: Ace, Lunar Films. Post production: VHQ.