KFC SG ups marketing execution with creative pop-up and 1970s collectables

KFC Singapore has launched a KFC-themed multi-sensory pop-up installation called the #MEANDMYKFC Installation, alongside the annual International Fried Chicken Day Party to mark its 45th anniversary. Set up in VivoCity, the installation is aimed at all ages, with fun and quirky props to inspire playfulness and deepen connections.

The installation is divided into a series of colourful KFC-inspired sets that are interactive and Instagrammable, alongside a display of vintage KFC collectibles from the 1970s. Juliana Lim, senior director, marketing and food innovation of KFC Singapore told MARKETING-INTERACTIVE that the purpose behind the installation was to make it an interactive experience that allows its fans and the public to recall the good times they’ve had with KFC when growing up and bring them on a journey into the wonders of KFC through different areas.

In the lounge section, visitors can encounter KFC decor, fried chicken-shaped cushions, and zinger-shaped bean bags. They can also try out KFC streetwear against a neon text displaying KFC’s slogan, “finger lickin’ good” at the wardrobe section. In the play area, visitors can play the foosball and claw machine to win limited edition KFC plush toys. Additionally, every visitor will be given a chance at the gachapon machine, where they have a chance to bring home enamel pins, stickers and special 45th anniversary KFC food vouchers to redeem currently unavailable menu items such as the Zinger Double Down. Lim added that a five figure investment was made to put together the installation. 

Visitors can also view KFC’s cooker pot and the preparation procedures of Colonel Sander’s chicken, where they can experience lifting a full basket of fried chicken and guess the spices that go into KFC’s secret recipe. The first 4,500 people visiting the installation will receive a free two-piece chicken voucher, in addition to a KFC limited-edition token which is given to all visitors. Admission is free and open to all members of the public.

Lim told MARKETING-INTERACTIVE that visitors can also take home postcards with iconic KFC products/”punny” quotes featuring Colonel Sanders. Its target is to host up to 4,500 visitors at the installation over the five days, obtain earned media and drive an increase in brand buzz.

On top of that, it is holding its annual party on International Fried Chicken Day today. The party will be held at KFC VivoCity restaurant. Participants get to play games with Mediacorp CLASS 95 DJ, Justin Ang and Mediacorp YES 933 DJ, Hazelle Teo, and win prizes worth over SG$2,000. The prizes include tickets to Thailand, KFC Streetwear, air fryer, and vouchers. KFC is handing out a special goodie bag containing limited edition KFC merchandise to participants.

Lynette Lee, general manager, KFC Singapore said: “Over the last 45 years, KFC Singapore has grown and become a welcomed part of Singaporean life. This anniversary with an ensemble of fun activities and deals are put together to thank everyone who has been supporting us since our first outlet in Somerset.”

KFC Singapore has been getting creative with its advertising and promotion execution in recent times. In February it also went big with its execution as it relaunched its signature Original Recipe breakfast menu with an “#UnboringMorning” campaign, and a troupe of jubilant dancers, clad in KFC’s signature striped uniform were hired to kick the campaign off. The dancers served a selection of signature Original Recipe breakfast dishes to an upbeat playlist curated on Spotify to dispel Monday morning blues. The list included songs such as Bad Habits, Ice Cream, 24K Magic, Savage Love and many others.

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