Grey Singapore has developed the ‘Mightiest’ campaign for the launch of KFC’s latest burger addition. A superlative claim, yes. But this is the first time foodies will be able to get a taste of a burger with absolutely no buns! The Zinger ‘Double Down’ is KFC’s new all-meat burger, is made up with two Zinger fillets with cheese, mayonnaise and turkey bacon in between, and is fully charged up for meat lovers. Launched on 16th April 2012, the campaign covers television, cinema advertising, print, online, out-of-home and in-store point-of-sale materials.
The new campaign introduces a different twist to the conventional old-fashioned burger for consumers always on the lookout for new food creations to whet their appetite without cutting slack on taste. With the launch of the new burger, it not only fulfills what consumers are looking for, but with extra power on taste. Playing on the superhero themed movie, the ‘Avengers’, the burger gives consumers a real treat for their taste buds with the three-tiered crisp combination of double Zinger fillets and turkey bacon strips with cheese. Always at the forefront of offering the ultimate taste in their burgers, KFC’s Zinger Double Down burger is the first of its kind in the market.
The creative thinking was to position the burger as the ‘mightiest’ burger ever assembled. Playing up on KFC’s tie-up with the movie, ‘Avengers’, where various superheroes gather to save the world, KFC gathered the mightiest, crispiest ingredients and turned the Zinger Double Down into the superhero burger of all burgers. Targeting the ‘meatosaurus’ alpha males, ages ranging from 18 – 35 years old, the unique all-meat burger can be found exclusively only at KFC.
The campaign will run till 29th May 2012.
Agency: Grey Singapore
Account Service: Chrix Yong and Tajjlee Rahim
- CCO: Ali Shabaz
- Art Director: Tan Giap How
- Copywriter: Joseph Cheong
- Producer: Sandra Ong
- Director: Chang Kang (Shooting Gallery)
- Post production: VHQ