Chinese New Year is all about ushering good fortune. Needless to say, everyone tries to pimp up their luck for the new year with good Feng Shui, from auspicious display items to wearables. As our luck would have it, 2024 is the Year of the Dragon and according to ancient Chinese zodiac wisdom, the rooster is the perfect ally. So as the quintessential rooster brand, KFC got into the business of making luck.
In collaboration with renowned Feng Shui master - Jet Lee, we designed Lucky Undies imbued with all the elements to feed the cravings for good fortune. Did it work? Well, the Lucky Undies were sold out within 13 minutes of the drop islandwide. And went on to be sold on the resale market for $500.
Campaign Creation
Influencer Strategy
Activation
Growth Strategy
Sold out
Within 13 minutes
78M
Earned PR Value
+40%
Increase in Gen-Z brand affinity
"Exciting and bold campaign ideas and activations have caught the attention of Gen Z and the younger demographic, resulting in noticeable spikes in brand visibility. Kudos to R/GA’s team for these achievements."
Juliana Lim, Senior Director of Marketing and Food Innovation at KFC Singapore
We stoked the fire and fed superstitions by featuring the Feng Shui master in our promo content, dropping wisdom like the most auspicious hour to wear the undies and feast on KFC chicken.
To further extend our reach and drive awareness, we turned influencers into underwear models. The hype was real, as they even rocked the lucky undies out in the streets.