KFC Malaysia celebrates golden jubilee with immersive campaign

KFC Malaysia is launching ‘Kentucky Town’, an immersive experience that will allow the fast-food chain’s fans to engage first hand with the iconic brand. This experience comes in tandem with KFC’s golden jubilee in the country.

As part of the celebrations, KFC is also partnering with renowned Malaysian streetwear brand Pestle and Mortar, along with comic artist Ujang to create exclusive merchandise to commemorate the special occasion. Chosen for its unique ability to resonate with Malaysians, as stated in a release to the press, the apparel brand will work closely with Ujang to create a collection that epitomises the Malaysian spirit.

In honour of its fifty-year journey and the enduring relationship it shares with its loyal customers, Kentucky Town will bedesigned around the theme of friendship, offering a range of experiences that can be shared.

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Located at the Sunway Pyramid blue concourse, Kentucky Town will host visitors for a week wherein they will come face to face with unique dining experiences, runway shows and lucky draws. Everything from the ‘friendship tunnel’ to the ‘friendship tub’ and the ‘wedges dining experience’ have been designed to immerse visitors in the spirit of camaraderie.

“KFC is a brand that is woven into the fabric of Malaysia and has been a part of it for five decades. We are very grateful to all our customers over the generations for letting us into their lives which is why we want to celebrate this special anniversary with them”, said Premnath Unnikrishnan, chief marketing officer of KFC Malaysia.

Notably, ever since its inception in 1973, KFC has evolved to a nationwide chain of 770 restaurants across Malaysia.

Venturing into Kentucky Town, visitors will have the exclusive opportunity to savour limited edition menu items such as ghost pepper drumettes, Korean cheesy paper wrap, Zinger fire ice cream, and waffle sticks with a Kit Kat spread to name a few.

Unnikrishnan shared his excitement about the collaboration between KFC and Pestle and Mortar, stating that “the distinctive style of Pestle and Mortar combined with the iconic artwork of Ujang results in merchandise that not only reflects current trends but also showcases Malaysian identity. The streetwear collection is not only visually appealing but also comfortable, making it more than just a collectible item."

 “Unforgettable experiences are at the heart of Kentucky Town, with every aspect thoughtfully curated to leave a lasting impression on visitors. KFC aims to create an enduring memory that will entice them to return, time and again, for the exceptional dining experience the brand is known for,” he added.

Across the shore in Singapore, KFC recently signed R/GA as its creative agency partner, with a new campaign that kicked off in April. According to the company, it is seeking to further raise its brand awareness and presence and evolve the role that the brand plays in culture.

As creative agency partner, R/GA will be working with KFC across creative communications for TV, POS, OOH and digital across key business pillars. In a previous statement, KFC Singapore said that the appointment is slated for a year, with an option to renew annually. KFC Singapore added that incumbent TSLA will remain on the roster, along with Havas Singapore which handles media buying, and Arena Media which handles social. For PR purposes, KFC Singapore works with Ninemer for PR.

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