KFC Meltz to take on burger competitors

KFC Malaysia has responded to tough competition in the burger category with a new product that it hopes will strike a chord among its target of teens and young adults.

The new KFC Meltz combines chicken, cheese and nacho chips in a toasted tortilla wrap, and is being touted as a new product category by the company. The marketing campaign, developed by BBDO Malaysia, takes an educational approach built around the concept ‘KFC Meltz, like nothing else'.

"To teens and young adults, quick service restaurants (QSR) mean burgers," said BBDO associate account director Sharon Rodrigues. "They love burgers because they are easy to eat, convenient, fast and relevant to their lifestyle. Think of burgers and it is either McDonald's or Burger King. (Consumers) wouldn't necessarily think of KFC, even though KFC has burgers to offer."

The campaign is brought to life by an undercover reporter — Sherlock Hoong — whose mission is to find out what the product is and why it is special. Media includes TV, print, radio and in-store.

"The product strategy was for KFC to offer more than just burgers," added Rodrigues, "to create a new product category where there is little or no competition and, in doing so, add excitement back into the QSR category."

This article was first published on Media Asia

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