KFC China asks TV stars to promote new menu

KFC is asking celebrities across China to compete against each in a bid to promote 15 drinks and dishes on KFC's new menu.The celebrity promoters will each market a set of items linked to their persona, by appealing directly to their vast fan base in every corner of the country through social media.The promoter who engages with the highest number of fans online through ‘likes’ for their respective menu items will win the challenge.https://vimeo.com/90935026Following an online teaser video, two more videos that introduce the celebrity promoters and the new menu will go live on television and online via the campaign website, banner ads and KFC’s official weibo account. Fans can enter a virtual store on the campaign site to learn about the products, play games, comment with fellow fans, and ‘like’ their favorite celebrity promoter’s products.“Since our early days in China, KFC has been at the forefront of innovation in the food industry. Our newly revamped menu is the latest chapter of our growing relationship with Chinese consumers,” commented Milind Pant, president and COO of Yum! China.Graham Fink, CCO of Ogilvy & Mather China, the agency behind the campaign, added that the latest campaign marked an ambitious new stage for KFC. "Digitally savvy, socially interactive, ambitious in scale, aspirational yet approachable…the campaign itself is a reflection of the ever-evolving Chinese consumer.”The campaign will run for nine weeks.CreditsClient: KFC ChinaProject title: Celebrity Promoter ChallengeBrief: To raise awareness and anticipation around KFC China’s newly revamped menu and drive customersto the store to try the 15 items.Creative agency: Ogilvy & Mather Advertising, ShanghaiChief creative officer: Graham FinkHead of digital: Fei WeiCreative group heads (Digital): Mars Lu, Hua Ye WeiSenior copywriter (Digital): Li Tie XinProduction managers (Digital): Vincent Lin, Leo ZhangCreative director (Social Media): Sonic ZhaoCopywriter (Social Media): Ping DiGroup creative director: Wendy ChanAssociate creative director: Liu Che LiangSenior art director: David ChenTV producer: Tommy PangAccount management: Henry Ho, Christopher Wu, Yoku Lau, Yu Hong, Lisa Zhu, Fiona Li, Helen Qian, Wendy GongManaging director: Martin MurphyExposure: TV, online, print, outdoor, in-store signage, social media, offline events