According to a new campaign from KFC, in Vietnam, asking for a bite isn’t just a request — it’s cultural shorthand. Working with creative agency The Friday, the brand has turned that behavior into an OOH campaign that aims to make the craving — and the billboards — impossible to ignore.
The campaign transforms a cluster of billboards into a humorous, city-scale scene of desire. At the center: the new Smoky BBQ Chicken, shot like an object of obsession. Surrounding it: neighboring billboards featuring characters yelling the same, very Vietnamese plea: “Xin Miếng” (Gimme a bite).
More than a catchphrase, “Xin Miếng” (Gimme a bite) is part of the national food vocabulary. As the campaign describes it, it is a playful, slightly shameless way of saying that looks too good to ignore, adding that it’s how friends tease each other over street food, snacks, and late-night meals. Here, it becomes the emotional engine of the idea.
“We wanted to make the irresistible visible,” said Khoa Pham, Founder & Creative Director at The Friday.
“In Vietnam, the highest compliment isn’t saying something tastes good — it’s asking if you can have a piece. So we built a campaign where even the billboards can’t help themselves.”
Rather than treating each placement as a standalone ad, The Friday used media context as a creative canvas — relying on angles, spacing, and sightlines to create a visual narrative across multiple boards.
