KFC Hong Kong has partnered with iProspect Hong Kong to launch an exciting new brand campaign inspired by the hugely popular Japanese anime ‘Attack on Titan: The Final Season’. Titled “Krunch! Chill Out and Attack On!”, this campaign represents another ambitious collaboration for KFC, leveraging the powerful appeal of an iconic anime IP.
The campaign creatively reinterprets the high-stakes battles from ‘Attack on Titan’ to resonate with the local market, all while staying true to KFC’s brand promise of providing moments of indulgence and relaxation. iProspect Hong Kong’s expertise in blending creative, media, and UX/UI elements shine through, turning intense anime themes into relatable experiences for consumers in Hong Kong.
At the heart of this campaign is KFC’s positioning as the go-to destination for a “Krispy” break amidst life’s daily stresses. The animated commercials perfectly capture this idea, featuring ‘Attack on Titan’ characters in scenarios that mirror the challenges faced by local consumers. In one commercial, the ‘Attack Titan’ appears in a business suit, offering a stressed-out office worker some advice: “Feeling stressful? Eat KFC to relax!” In another, the ‘Attack Titan’ stops the overwhelmed ‘Jaw Titan’, who’s carrying a student backpack, and suggests, “Slow down, chill out, and eat KFC to relieve.”
These ads are infused with familiar Hong Kong idioms and colloquial phrases, making them even more relatable and in sync with the local culture. The clever integration of the ‘Attack on Titan’ characters carrying KFC chicken further strengthens the brand’s playful yet bold identity.
As part of the campaign, KFC and iProspect Hong Kong have also developed six exclusive merchandise items inspired by ‘Attack on Titan: The Final Season’. These items, humorously named “Krispy Break Maneuver Gear” in Cantonese, include the ‘Krispy Break Titan Eye Mask’, ‘Survey Corps Neck Pillow with Cape’, ‘Infinite Stress Popping Bucket’, ‘Survey Corps Krispy Break Portable Fan’, ‘Titan “Kooling” Towel’, and ‘Krispy Break Acrylic Stand Blind Box’. These fun and practical items are designed to remind both working professionals and students to take a break during their busy days.
Taking this collaboration to the next level, KFC’s flagship store in Causeway Bay has been transformed into an immersive ‘Attack on Titan’ experience. The store’s interior and exterior are adorned with anime character designs, bringing the thrilling scenes of the Titans to life. On the second floor, two massive photo spots recreate iconic scenes from the anime, offering fans an unforgettable experience.
KFC’s dedication to providing a 360-degree brand engagement experience is evident in every aspect of this campaign. By immersing consumers in the ‘Attack on Titan’ world, the brand offers a unique space for people to take a break from their hectic lives and indulge in a moment of freedom.
To further engage consumers, iProspect Hong Kong has developed an interactive “Titan Attribute” game, where players can match their personality traits to corresponding Titan characters and discover their Titan alter ego. At the end of the game, participants receive a special incentive to visit KFC stores, reinforcing the brand’s promise of providing a moment of relaxation and enjoyment.
Janet Lau, Marketing Director of KFC HK & Macau, expressed her enthusiasm for the partnership: “We are thrilled with how iProspect Hong Kong has brought our vision to life with this ‘Attack on Titan’ collaboration. Their strategic approach has enabled us to successfully communicate our brand identity and connect with our customers, especially the younger generation.”
Christa Ma, Business Director of iProspect Hong Kong, highlighted the campaign’s success: “This collaboration showcases our agency’s ability to create impactful IP activations. From the immersive Causeway Bay flagship store experience to the unique merchandise offerings, we’ve crafted a campaign that resonates with busy working professionals and students, delivering real engagement and impact.”
The campaign, which runs from 22 August to 18 September, is being promoted through a wide array of channels, including TV, digital platforms, outdoor advertising, influencer social media, print ads, MTR networks, and all KFC stores in Hong Kong.