KFC HK further helps students and citizens destress in latest publicity stunt

KFC Hong Kong has introduced its first-ever food truck to invite university students in the city to indulge in a “Krispy Break”, as part of its “Indulge in a Krispy Break” 2023 brand campaign.  

At the beginning of Q4 2023, during the mid-of-semester period when most students were having mid-term exams, the moving truck named A Break Station with Krispy Fried Chicken (唞唞歎雞站) visited 11 universities in Hong Kong and some bustling commercial districts.  

KFC invited university students and busy Hong Kong citizens, to take a short break by throwing away their worries and "Indulge in a Krispy Break!". By completing three simple steps using Instagram, participants could receive a Hot and Spicy Fried Chicken for free.  

Done in collaboration with local creative agency Uth Creative, the moving food truck not only wished to allow students and HongKongers to take a brief escape from daily pressure, but also helped the brand gain exposure and talking points across town.  

“Gen Zs tend to value their independence and autonomy and take time off to escape from everyday pressures. KFC is here to stand by them! In view of this, KFC Hong Kong has launched the “Indulge in a Krispy Break” 2023 brand campaign to connect with Gen Zs, providing consumers with a space to dive in and indulge in a break with KFC’s scrumptious fried chicken,” said Janet Lau, marketing director of KFC Hong Kong and Macau. 

Desmond So, chief executive officer of Uth Creative said, “We have received unexpectedly enthusiastic and delightful responses from the public after the campaign launched. The campaign adopts a playful vibe, spreading fun and zestful energy to connect with Gen Zs, and providing consumers with a much-needed break from the daily pressure piled up. It has been a great pleasure to collaborate with KFC and be a part of yet another impactful campaign.” 

Back in August, KFC Hong Kong unveiled a brand campaign "Indulge in a Krispy Break", which aimed to offer HongKongers a brief escape from their everyday stress. 

Particularly targeting the Gen Z audience, the campaign has adopted a playful, witty tone with a bold vibe, spreading fun and outgoing feelings. Its goal is to project a sharper brand role in culture, connecting with Gen Zs' energy and providing them with a space to take a break with KFC standing by.

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