KFC Black Pepper & Lime YUM Brands KFC

Overview

With the fast-food market battle heating up in Vietnam, long-time leader KFC needed to keep getting young people to keep coming back to their stores with the launch of a new, limited-time only product – the Black Pepper & Lime Chicken.

The ingredients black pepper and lime are featured at almost every Vietnamese meal, as “flavor enhancers” to any soup, stew, or fried dish – however they are never considered as the key ingredients as a seasoning. KFC decided to shake up common belief that side-ingredients-never-make-a-good-dish by crowning black pepper & lime as hero flavors of the new Black Pepper & Lime Chicken. This surprising twist of the two ingredients going from zero to hero in KFC’s launch communications, catapulted the duo to become even more famous than the hottest celebrity couple in town. 

Awards

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2016 Dragons of Asia

Best by Country / Blue Dragon

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2016 Dragons of Asia

Best Brand Trial or Sales Generation Campaign / Silver Dragon

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