KFC
Best Biter
Who eats fried chicken in the most appetizing way in Singapore? We turned that simple question into a national audition.
Through social media, anyone could participate: just eat KFC fried chicken in front of a camera, post it with a hashtag, and compete for the title of “Best Biter.” The winner received S$20,000 and a role in upcoming KFC commercials.
The campaign tapped into the mirror neuron effect—the same reason mukbang-style eating videos have become so popular—and soon filled Singapore’s feeds with people enjoying fried chicken on camera. It transformed everyday eaters into KFC ambassadors and made the whole nation crave a bite.
The results were undeniable: the campaign generated $39M in PR value, 17M impressions, a 72% lift in organic reach, and over $2.9M in sales. It was also recognized at the Gong Show Awards, winning multiple honors including Gold in the Social & Influencer category, underlining both its creativity and cultural impact.
Jingle your taste buds
KFC wanted to make Christmas taste even better. We collaborated with scientists to transform the familiar carol Jingle Bells into a “Sonic Sauce” (called “Sonic Seasoning” in the campaign film)—a sound-based seasoning scientifically proven to enhance flavor. Deep bass notes boosted the sense of umami, while high tones made the chicken feel crunchier.
The Christmas campaign featured a limited-edition Parmesan Truffle Chicken, with ads including QR codes linking to Spotify so people could enjoy the product together with the sonic sauce. This playful mix of science and music sparked huge curiosity and sales, generating over S$3M in revenue during the season. The project was also recognized as a Finalist at the 2025 Effie Awards Singapore, highlighting both its creativity and business impact.
Meltz
KFC Singapore’s limited-time “Meltz,” a fried chicken wrapped in a tortilla, had sold out in just 16 days the year before. Anticipating the same overwhelming demand, KFC increased inventory for its return. To build FOMO this time, we used AI to predict the new sell-out date. The algorithm produced a strangely precise forecast: 19.2 days.
We made this quirky prediction the centerpiece of the campaign. Sales quickly outpaced expectations, so KFC further added ingredients beyond the expanded plan to ensure the product wouldn’t sell out exactly on day 19.2 and disappoint customers. In the end, total sales far exceeded KFC’s original plan. The campaign turned a tongue-in-cheek use of AI into both newsworthy buzz and real business results.