KFC HK unveils 3D billboard to promote 'Grab and go' series

KFC Hong Kong has partnered with Edelman Hong Kong to create a 3D billboard as part of a new campaign to promote KFC’s new “K! Grab & go” collection.  

Also known as "Krispy snap up for a free original recipe burger!", the campaign aims to raise awareness of KFC's products and encourage KFC fans and prospective customers to try the new series in-store, said a spokesperson from KFC Hong Kong when MARKETING-INTERACTIVE reached out. The series includes the “Originial Recipe Burger”, “Zinger Stacker” and “Colonel Burger”.

The campaign is intended to generate top-of-mind awareness through the use of innovative 3D outdoor billboard in a high-traffic location. It leverages the innovative 3D original recipe burger as a captivating visual to introduce KFC's new series, said the spokesperson. 

To amplify the impact of the campaign and drive engagement, the billboard also shows a QR code on the 3D burger which audiences can scan to download a voucher for redemption of a free "Original recipe burger" with a limited quota per day, available until 13 August. 

The campaign aims to target young customers and Mong Kok was chosen to place the 3D billboard as it is one of the busiest districts in Hong Kong. 

Apart from the 3D billboard, the campaign also includes a 30-second ad, featuring the exclusive partnership between KFC Hong Kong and the recent action movie “Deadpool & Wolverine”. 

Customers who purchase the above burgers during the promotion period will receive a special edition packaging featuring "Deadpool and Wolverine". 

Furthermore, KFC has also teamed up with “Deadpool and Wolverine” to launch five limited-edition merchandise that incorporate the characters within the movie, including a drinking cup, an environmentally friendly tote bag, colour-changing cups that feature Deadpool and Wolverine, and an umbrella.  

To amplify the campaign reach, KFC has also set up a "Deadpool and the Wolverine" themed activation at its Causeway Bay branch to join in the fun with Deadpool and Wolverine fans. 

The design of the store will incorporate characters within the movie. There are also two large check-in booths on the second floor, allowing everyone to interact with the movie characters.

"We are excited to launch our new K! Grab & Go series, offering a host of quick and convenient meal options and promoting it via an interactive marketing campaign. Engaging customers to scan and redeem free burgers, we aim to create excitement about the K! Grab & Go series," said the spokesperson. 

"Leveraging the innovative 3D 'Original recipe burger' on a 3D outdoor billboard in a prime location in Hong Kong, we seek to enhance our brand awarenemss and create a fun, memorable experience that builds excitement among customers about our new offerings, encouraging them to savour our new products made with our secret recipe of 11 herbs and spices," added the spokesperson. 

Don't miss: KFC HK brings on the 'FING FING' spirit with billboards leveraging optical trick

This is not the first time KFC HK has amplified its campaigns via large-scale billboards. Back in November 2023, KFC Hong Kong unveiled a series of fun-looking billboards throughout the city to get curious on-lookers rocking their heads, upon the launch of its new product “FING FING Cajun Chips” (Fing Fing薯條).

The campaign was inspired by the name and fun characteristic of the new product, of which "FING FING" means “shaking” or “rocking” in Cantonese, with the chips accompanied by a sachet of Cajun seasoning and customers are encouraged to mix them together.

While the move smelled suspiciously like a marketing stunt, the billboards, which were located at tourist hotspots such as Causeway Bay and Mong Kok throughout September 2023, leveraged an optical trick in which the message is concealed in black lines and is only visible when the passersby rock their heads. The billboards were also launched at the same time with other FING FING Cajun Chips announcements across the city.

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