In Singapore the food service sector is thriving. Every month, a new flavour or product hits the scene, all vying for the spotlight. Often through expensive media buys on national broadcast, featuring curated shots of food enjoyment to tempt consumers into consumption. 

When we were tasked by KFC to relaunch GoldSpice Chicken - a comeback flavour that has been launched three times before, we tore up the playbook based on a simple truth - people spend way more time on socials than national TV. 

We took to social media and created a reason for people to tempt one another instead. As the name suggests, Best Biter Hire was an official job offer with a $20,000 contract on the line for anyone who has the most tempting bite of KFC’s GoldSpice chicken. Social space became temptation island as auditions poured in.

We transformed KFCs social channels into a dynamic seductive playground. By inviting our audience to share their most tempting bites, we turned social platforms into our very own audition stage and multisensorial broadcast channel - appealing to sight, sound, taste, and emotion. 

Aspirants simply needed to share a clip of themselves enjoying GoldSpice Chicken on Instagram and tag the campaign hashtag to enter.

To further extend our reach and drive awareness we collaborated with twelve influential personalities who resonate with Singaporean youth to ignite the competitive spirit. Their audition videos, shared across their social media platforms, inspired followers to participate, enhancing the campaign's authenticity and reach.