BBDO Vietnam unveils ‘Big ‘n Juicy’ for KFC
KFC has unveiled its latest dish in Vietnam, ‘Big ‘n Juicy’, a campaign created by BBDO Vietnam.
The two TVCs highlight not only the innovative cooking method that keeps the meat tender and juicy – coined ‘foilicious’, but also the surprisingly large portion of roasted chicken leg served.
The work was founded on the insight that Vietnamese consumers are often sceptical when purchasing food that is wrapped, unsure as to what they may be buying, which can often lead to disappointment. Playing on this idea, both ads address the concern head on, using other food occasions to illustrate. Specifically the first advert uses the example of Nem, a Vietnamese snack of pork wrapped in banana leaves, with the second demonstrating the displeasure of receiving a miniature morsel served in a snobby French restaurant.
Le Hoai Nam, Marketing Director, KFC Vietnam, said of the campaign, “We’re really happy with the ‘foilicious’ work from the BBDO team. It’s really fun, and has translated into encouraging store sales.”
Vipul Chawla, Vice President and Chief Marketing Officer, Yum! Asia, commented, “KFC Vietnam has just crossed the 100 stores and one of the key success factors is relevant product innovation, tailor made to suit local tastes. The Big ‘n Juicy Foilicious is one such example, offering the unique KFC taste, in a totally new format. The advertising is based on local insight, and brings this cooking innovation to life.”
David Smail, Chairman and ECD, BBDO Vietnam, added, “Once again, our partners at KFC have given us an opportunity to create some fun work based on a real insight, and set in a Vietnamese context. It’s really rewarding to get to do some great work that resonates with the consumer.”
2 Comments
Truth the locals who eats at KFC never eat at fancy French restaurant. And even you show the use a local street food vendor, the amount is always are never really that small. Most Vietnamese can tell you, they can eat for cheap and get plenty of it. So I think these are not truth. Not truth to daily life here in Vietnam.
Is it true that vietnamese ppl buy this KFC just because it’s big! Too much for one and not enough for 2