Did KFC SG really just partner local gym F45 for a campaign?

While fried chicken and fitness are not usually paired together, the fast-food chain is looking to nudge consumers to say yes to their fried chicken craving – and eliminate some calories along the way with a new campaign to celebrate the launch of its Cheesy Mushroom Zinger Double Down burger.

With every purchase of KFC’s new Cheesy Mushroom Zinger Double Down burger, fried chicken enthusiasts all across Singapore will be entitled to a free class at F45 Lower Peirce to work off their indulgence.

Don't miss: KFC SG collabs with streetwear designer Amos Yeo for stylish merch

R/GA Singapore, the creative agency of record for the fast-food chain, brought this concept to life with KFC’s marketing team with a simple premise: Helping consumers remove the guilt of giving in to their cravings – because balance is the name of the game.

“There are salad lovers, and there are people who love Double Down. A burger with no buns, no lettuce, no tomatoes. Pretty hardcore stuff that sells itself. So, we figured that the right thing left to do is partner with a renowned high intensity fitness studio to help Double Down lovers burn after they bite.," said R/GA's executive creative director Ed Cheong. He added:

We can’t say it’s guilt-free but at least we can help to free the guilt.

To secure a slot, customers simply need to attach a snapshot of their receipt displaying their Cheesy Mushroom Zinger Double Down purchase on a form by KFC. According to R/GA Singapore, there will be four HIIT classes that will be offered up at F45 Lower Peirce with a maximum of 20 participants per class.

The classes will be given out on a first-come-first-served basis but if you miss it, F45 trainers will be filming and releasing workout videos on KFC's Instagram page so everyone can follow along and get fit after tucking into a Cheesy Mushroom Zinger Double Down burger.

“KFC’s Double Down is usually seen as a sinful treat. With this campaign, we hope to show fried chicken lovers how they can go ahead and indulge, and how KFC can be a part of their everyday lives – without the need to feel guilty for eating their favourite food,” said Juliana Lim, senior director of marketing and food innovation at KFC Singapore.

This comes as KFC Singapore looks to reignite its brand awareness and presence and evolve the role the brand plays in culture. Recently, as part of its efforts, the fast food chain partnered with local streetwear designer Amos Yeo, better known as Amos Ananda, to bring Singaporeans exclusive merchandise to celebrate the nation’s birthday.

The KFC x AMOS ANANDA collection, which was released earlier this month, comprises two unique reversible bucket hats with designs showcasing Amos’ interpretation of his upbringing in Singapore. The limited-edition pieces include KFC’s signature red and white stripes on the reverse side of the bucket hats.

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