BBDO Proximity Malaysia’s KFC print campaign is one of the stars of the London International Awards after an impressive performance that included a Grand LIA Award, 3 Gold Statues, 6 Silver and 1 Bronze.
KFC So Good posters from Malaysia have won the Grand Prix for Posters at the London International Awards. Malaysians have a strong love for KFC, but the brand has been facing stiff competition from newer and sexier brands. And while the price wars were getting brutal, KFC realised that they wouldn’t price-slash their way to growth. So Good is a movement to connect with Malaysians on a deeper level. It champions real ingredients, real food and the real moments that arise from them. They wanted to communicate the value in freshly prepared food, ingredients and real moments in a new and refreshing way that would reach a younger audience yet still resonate with loyalists. The brief started with a task to design posters for the brand, that would show love for KFC in a charming way. “Burger”, “Drumstick”, “French Fries” show mouths opening wide for KFC treats that look like big happy grins.