KFC honours mums this Mother's Day with an all-drumstick bucket

This Mother's Day, KFC is honoring the people who makes the biggest sacrifices in our lives, our mums, with a surprise delivery of chicken drumsticks. 

In this heartwarming campaign, KFC aims to flip the script and honour the women in our lives who always give the best to their children, especially when it comes to dividing chicken pieces.

"It’s not that she doesn’t love the drumstick; she does. But she loves her kids more," said KFC in a statement before adding that mum's typically save the best part, the chicken drumstick, for their children. 

In honor of their sacrifices, KFC, in partnership with creative agency and innovation consultancy R/GA, will offer up a bucket of just chicken drumsticks so mum, and the whole family, can enjoy.

“A simple truth inspired this idea. And we were just inspired to speak up on behalf of all mothers. It’s certainly a message that my mom would approve of,” said R/GA Singapore's executive creative director Ed Cheong. 

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Adding on, KFC Singapore's senior director of marketing and innovation, Juliana Lim, noted that very often, we overlook and take for granted the small actions that our mums do for us.

“We loved the intention behind this idea and hope to see more mums enjoy their favorite drumsticks this Mother’s Day, "she said.

In tandem, with the release, KFC is also encouraging fans to share their favorite memories with their mums on their Instagram page. KFC will pick the five stories that stand out the most and provide their mums with a surprise delivery on Mothers’ Day itself. 

MARKETING-INTERACTIVE has reached out for more information. 

KFC's Mother's Day campaign comes on the heels of its "Best Biter" campaign, a drive 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. 

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.

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