KFC and iProspect Hong Kong fuse anime with advertising in ‘Endless Crispy’ Gundam campaign
Building on the strong engagement from last year’s anime-themed campaign, iProspect Hong Kong has once again partnered with KFC Hong Kong to launch a new collaboration, this time reimagining the legendary Japanese anime Gundam Wing: Endless Waltz. As part of the Gundam franchise’s 30th anniversary celebration, the “Take a Break. Enjoy the Endless Crispy” campaign highlights iProspect’s strength in IP-led storytelling, backed by its creative, media, and product expertise—delivering immersive experiences that not only resonates with fans but also elevates brand engagement.
The core of the campaign centres on KFC’s message of taking a “Krispy” break from Hong Kong’s fast-paced life. Echoing this, even Gundam pilots who are known their relentless battles, are shown pausing from battle. The commercial video fuses action, iconic lines like “Target Lock On,” and anime-style fried chicken to offer a flavourful escape and celebrate the joy of slowing down.
To further immerse fans, KFC’s flagship store in Causeway Bay has been transformed into a full Gundam-themed experience. The store features multiple iconic Gundam scenes, allowing fans to enjoy the food served in exclusive packaging while taking photos with life- sized displays.
Alongside the store transformation, iProspect Hong Kong and KFC launched seven exclusive merchandise items. Each item blends practicality with pun-intended Cantonese naming to reinforce the campaign’s message of taking a well-deserved break. Spotlighting the key item in this collection is the Wing Gundam Zero (EW) Container Bucket, designed with a 3D Gundam and a luminous design. Other highlights include the “Endless Break” Wireless Charger, Multi-Purpose Table Mat, and Card Holder, and more.
Adding a playful twist to the campaign is a user-generated content challenge that encourages fans to show how they use Gundam-themed merch in their work or study spaces. Winners could score a round-trip to Japan and tickets to the Osaka Expo.
“We are truly grateful to be part of the sought-after Gundam 30th anniversary celebration,” said Piera Chan, Head of Marketing, KFC HK & Macau. “This collaboration allows us to connect with fans while celebrating the iconic franchise. In our campaign, even Gundam pilots, known for their endless wars, take a moment to pause and recharge, echoing our KFC’s brand positioning of “Take a Krispy break”.
Jan Lee, Managing Partner & Director of dentsu Entertainment Hong Kong, said: “It’s rewarding to see a beloved anime reimagined in a way that feels fresh and emotionally engaging. This collaboration goes beyond nostalgia—it’s about turning the anime’s spirit into a brand experience that resonates today. By blending storytelling, design, and cultural relevance, we aimed to create something that entertains, connects, and inspires.”
Keith Liu, Group Creative Director at iProspect Hong Kong, added: “We wanted to create a universe where even the fiercest pilots could pause, recharge, and enjoy a crispy break. It’s a playful yet powerful way to connect with fans through design, emotion, and shared culture.”
The campaign runs from 3 July to 13 August across Hong Kong and Macau, with promotions spanning TV, digital, outdoor, print, and influencer channels. It also includes a full takeover of KFC’s Causeway Bay flagship store and activations at all KFC locations.
Credits
iProspect Hong Kong
KFC Hong Kong
Janet Lau, Piera Chan, Ella Wong, Debbie Law
