Myanmar · Brand & Creative Communications
KFC: Kyat Kyaw So Yin
KFC Myanmar asked Ruder Finn Era to refresh its image and rebuild brand love in an increasingly competitive quick service market. The Kyat Kyaw So Yin campaign paired an original jingle, a creative video and the mascot Kyaw Kyaw across social, print and in-store channels, generating more than 13 million campaign impressions and over 6 million video views.
The challenge
KFC had been in Myanmar for years, but a long presence does not guarantee affection. New quick service and delivery brands were competing hard for the same young, urban consumers, and KFC risked being seen as familiar rather than loved.
The brand needed to strengthen recall and deepen its emotional connection with Myanmar consumers: to feel local, current and fun again, without abandoning the equity of a global brand.
Our solution
The strategic choice was to give KFC a distinctly Myanmar voice. Rather than another product promotion, Ruder Finn Era built the campaign around a catchy jingle, Kyat Kyaw So Yin, that people could sing and share, and around a lively mascot, Kyaw Kyaw, who could carry the brand's personality across every touchpoint.
The team developed the creative concept, produced the campaign video and managed KOL amplification, then rolled the idea out across social media, print and in-store promotions so the same sound and character met consumers wherever they encountered KFC.
The results
The campaign gave KFC a memorable, shareable brand asset and lifted relevance and affinity well beyond a single promotional window.
- Client
- KFC
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Food and beverage
- Engagement
- Project
