KFC Malaysia and VML launch ‘KFC Treats’ to make everyday snacking a joyful ritual

KFC Malaysia, in partnership with VML Malaysia, has launched KFC Treats, a youth-focused campaign designed to make everyday snacking more joyful, spontaneous, and rewarding. With the playful campaign line “You Deserve a Treat”, the platform invites young Malaysians – especially Gen Z – to indulge in life’s little moments with affordable snacks that feel special.

This vision came to life at the launch event in KFC Sunway Pyramid, where guests stepped into a playful experience that celebrated the spirit of “small wins”. Instead of a typical launch, KFC turned the space into a secret daytime party – complete with a live DJ set, a ‘Snack Treats’ claw machine, exclusive merchandise and a ‘first taste’ of the new range.

Inspired by the rising “coffee rave” culture, the event reimagined snacking as a joyful and affordable social indulgence with beats, bites and good vibes. To make self-reward even more accessible, KFC also introduced the “Jimat Treats” deal, a 2PM-5PM value offer created especially for students and young professionals looking to indulge without overspending and compromise.

“Our goal was to create a brand that goes beyond food – one that connects with young Malaysians on an emotional level and becomes part of their everyday lives,” said Hanim Mazam, Chief Marketing Officer of KFC Malaysia. “With KFC Treats, we’re inviting everyone to make self-reward a daily ritual, whether it’s a small win at school, work, or just getting through the day.”

The launch marks a strategic step for KFC, extending its promise of delicious, high-quality food beyond main meals into the fast-growing snacking space. Backed by VML’s cultural insights and data-driven approach, the KFC Treats menu debuts with bold, localised flavours and playful combinations – from Cempedak Pie to Durian Egg Tart – designed to fit seamlessly into Gen Z’s fast-paced, joy-seeking lifestyle.

Building on KFC and VML’s track record of marrying cultural insight with innovation, KFC Treats redefines snacking as more than just a bite between meals. It positions every treat as a moment of self-expression, joy, and connection – moving KFC beyond its traditional role as a “big meal” destination and into the heart of everyday rituals.

Karen Koay, Head of Digital Experience & E-commerce at VML, said: “KFC Treats is a movement that celebrates small, everyday joys. We set out to break the mold of traditional snacking by creating a lifestyle moment that truly resonates with Gen Z. By blending cultural insights, creativity, and innovation with multi-touchpoint engagement, we’re not just helping KFC lead a new snacking ritual rooted in joy, self-expression, and everyday celebration; we’re actively building connected brands and driving creative commerce through these engaging experiences.”

With on-ground activations planned across more than 80 universities, digital campaigns, and in-store experiences nationwide, KFC Treats aims to become a new daily ritual for young Malaysians – making every bite a little celebration.

Credits
Yippie Yip – Business Director
Michelle Ngu – Brand Director
Jessie Ng – Client Engagement Manager
Sarah Zulkernai – Client Engagement Executive
Vikki Tan – Content Strategist
Filipe Lampreia – Chief Strategy Officer
Nadja Vanderdrift – Senior Strategic Planner
See Pei – Strategy Planner
Abby Tai – Creative Director
Joceline Yan – Creative Group Head
Zoe Lee – Art Director
Diyanah Poedjo – Art Director
Vivian Phang – Senior Designer
Crystal Lam – English Copywriter
Camilia Johari – English copywriter
Mei Yee – Senior Chinese Copywriter
Laura Lee – Chinese Copywriter
Loreen Lim – Head of Integrated Creative Services
Ezurain Esqandar – Producer
Grace Yong – Senior Print Producer
Veronica Khoo – Print Producer
Ross Leong – Experiential & Innovation Director