Burn of Blaze

The Brief

Create a 360° campaign for the island-wide launch of KFC’s new Red Hot Zinger Burger and Red Hot Zinger Extreme.

The Idea

Burn or Blaze Campaign
Turning the spotlight on Singapore’s love for spicy food, we challenged consumers to take on two levels of spiciness: to burn or blaze.

1. “Tearjerker” TVC
Our launch commercial married the general popularity of Korean dramas with Singapore’s love for spicy foods. The commercial ran on national television and KFC’s social media platforms.

2. Burn or Blaze Islandwide
Through in-store, out-of-home press advertisements and direct mailers, we challenged people to take on the “burning” spiciness of the Red Hot Zinger Burger or the “blazing” spiciness of the Red Hot Zinger Extreme.

Coverage extended most notably to the Today newspapers, Berita Harian and Lianhe Wanbao, as well as bus stop ad shelters islandwide.

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