Different people have their own way of digging into the Colonel’s chicken. Some peel off the skin and eat it first. Others smother it in chili. Some use tenders to scoop up their sides like spoons. However you do it, eating KFC is a personal ritual—honest, joyful, and the good kind of messy.
For the first time, those quirks could go down in history: five standout entries will be turned into real, limited-time menu items at KFC stores as KFC celebrates you the way you do what you do.
Imagine your ritual becoming a dish named after you—now that’s a little chicken fame to add to your résumé.
“By perfecting every step of sourcing, seasoning, breading, and cooking its Original Recipe chicken, the brand reminds fans that while KFC cooks it one way, Singapore eats it every way,” KFC said of the new campaign, done in collaboration with creative agency R/GA.
The campaign launches with three cheeky visuals highlighting uniquely KFC rituals, alongside a one-minute brand film that’s part sensory trip, part ASMR chicken symphony.
“Headphones recommended. Napkins essential,” says the brand.
Rolling out across TV, YouTube, OOH, radio, digital display, social and activation, fans across Singapore are invited to share their eating rituals on social media for a shot at free KFC for one year, and five standout entries will also be immortalized as real, limited-time menu items in KFC stores.
Along with various activations, influencers will showcase their quirks and challenge others to join in, while weekly spotlights under #YouCanBeYou will highlight the funniest, most relatable entries from across the country.
“Everyone enjoys KFC their own way,” said Jaslyn Lam, Director, Marketing & Food Innovation at KFC Singapore.
“This campaign is about celebrating that individuality, because when we let chicken be chicken, you can be you.”
Reagan Raj, Creative Director, R/GA, added, “We’ve always known that eating KFC is more than just a meal, it’s a personal ritual.
That simple but powerful insight gave us conviction to create a bold creative vision that celebrates the unique ways Singaporeans enjoy their KFC. This campaign brings that truth to life, and lets customers see themselves in it.”
This article has been edited to update the winning prize duration.
