KFC launches RM3m campaign

• KFC invests RM3 million in thematic campaign for 2009 with McCann Erickson
  
• Five TVCs launched for the long-term branding effort
  

Malaysia - Fast food giant KFC and McCann Erickson has launched an RM3 million long-term brand campaign for 2009 aimed at connecting with its customers in an intimate, emotional and personal way.

The ‘Good things come together with KFC' tagged campaign was launched last week to enhance its market share and strength and will unfurl across traditional mediums of TV, radio, press as well as point-of-sales materials, ambient marketing, cinema and ground-events.

The campaign comprises five TV spots featuring themes including 'carefree', 'good times', 'close knit' and 'warm welcome'.

Jamaludin Md Ali, managing director, KFC Holdings Bhd said: "Our goal is to achieve profitable, double-digit sales growth annually and this campaign is a major long term marketing initiative in this respect."

Ben Chew, director of client service, McCann Erickson said the campaign is built on the experience of familiarity that Malaysians had for KFC.

"It is the familiarity of that same great taste of KFC that brings families together, forges friendships and cements bonds between people," Chew said.