Calling all foodies! KFC is searching for Singapore's "Best Biter"

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Love fried chicken? KFC Singapore is rewarding foodies with the chance to be crowned Singapore's "Best Biter" in a new campaign aimed at honoring Singapore's inherent love for food.

As part of the campaign, which kicked off on 19 April, the fast-food chain called for Singaporeans to record themselves biting into KFC's crunchy and juicy fried chicken and to upload the clip to Instagram.

Don't miss: Did KFC Singapore just make fried chicken NSFW?

The "Best Biter" will win the chance to star in future KFC Singapore ads to influence more people to indulge in KFC's signature dish. They will also receive SG$20,000 and win major bragging rights.

“Some people can sing, some people can dance. And there are some people whose gift is simply enjoying food in a way that makes you want to enjoy it too," Ed Cheong, the executive creative director, R/GA Singapore, said.

To bring the campaign to life, KFC, in partnership with creative agency R/GA, set up a soundproof booth at its Jurong Point branch. Fans were given the chance to hop into the booth and to record themselves digging into a bucket of delicious KFC chicken, ASMR effects included.

"KFC has always been a brand that creates crave and we are thrilled to be on the search for someone special who can further amplify the crave simply by biting into its finger lickin good chicken," said Juliana Lim, senior director of marketing and food innovation at KFC Singapore.

The campaign comes shortly after R/GA was named KFC’s new creative agency partner in March 2023. The "Best Biter" campaign is its first campaign with the fast-food giant.

In the campaign, R/GA aimed to deviate away from flavour-driven marketing and focus more on being an enabler who indulges you when you have a craving for tasty fried chicken.

"The search for 'Best Biter' is about unearthing that one person in our lives whom we enjoy eating with. Watching him or her bite is a pleasure on its own," said an R/GA spokesperson when MARKETING-INTERACTIVE reached out.

Besides, it is way more enjoyable watching someone taking a big juicy bite in all its natural glory than a staged commercial.

When R/GA Singapore became KFC’s creative agency on record, the agency's aim was to help KFC define a clear brand role in culture to unlock the next stage of business growth especially among the next generation, who find KFC’s competitors trendier and more modern.

Through its research, the agency found that consumers in Singapore feel guilty about indulging in the good things life has to offer, including enjoying little pleasures and taking a break.

The agency said to MARKETING-INTERACTIVE that fans miss out on the many benefits of self-indulgence in an attempt to preserve their wellbeing. As a result, the agency made the decision to work with KFC to help Singaporeans feel good simply about feeling good.

While a priority is first to incept food cravings, R/GA also see this as an opportunity to expand this role to enable pleasure beyond food. In doing so, fans can carve deeper and wider connections among family, friends, and the wider community.

Aside from R/GA, KFC Singapore is also working alongside its social media agency Arena, media partner Havas, and PR agency Ninemer for the campaign.

Recently, KFC turned up the heat for its fans over April Fool’s Day this year, hilariously launching a campaign that blurs out its juicy finger lickin’ dishes.

The campaign running on its Instagram page, also aimed to drive traffic to its brand-new page on TikTok. The campaign was executed with the help of its social media agency Arena Media.

Related articles:

KFC Singapore wraps up juicy creative pitch
KFC SG calls for pitch as it looks to add another agency to roster
KFC Thailand's CNY stunt with chicken-flavoured incense stick gets fried online

share on