KFC Vietnam and The Friday turn billboards into city-scale “Xin Miếng” craving scene

In Vietnam, asking for a bite isn’t just a request, it’s cultural shorthand. And KFC just turned that behavior into an outdoor campaign that makes the craving impossible to ignore.

KFC Vietnam’s latest work, created by The Friday, transforms a cluster of billboards into a humorous, city-scale scene of desire. At the center: the new Smoky BBQ Chicken, shot like an object of obsession. Surrounding it: neighboring billboards featuring characters yelling the same, very Vietnamese plea: “Xin Miếng” (Gimme a bite).

More than a catchphrase, “Xin Miếng” (Gimme a bite) is part of the national food vocabulary – a playful, slightly shameless way of saying: that looks too good to ignore. It’s how friends tease each other over street food, snacks, and late-night meals. Here, it becomes the emotional engine of the idea.

“We wanted to make the irresistible visible,” says Khoa Pham, Founder & Creative Director at The Friday. “In Vietnam, the highest compliment isn’t saying something tastes good – it’s asking if you can have a piece. So we built a campaign where even the billboards can’t help themselves.”

Rather than treating each placement as a standalone ad, The Friday used media context as creative canvas — relying on angles, spacing, and sightlines to create a visual narrative across multiple boards. The result: an OOH campaign that feels alive, reactive, and impossible to pass without smiling… and craving fried chicken.

The campaign marks a fresh creative tone for KFC Vietnam – rooted in cultural truth, product obsession, and playful visual storytelling.