KFC Samyang Buldak

KFC partners with Mediacorp to heat up demand for Samyang Buldak through a strategic omnichannel campaign

To fire up the launch of KFC boldest flavour yet, Mediacorp deployed a high impact omnichannel campaign that brought the sizzle from screens to streets. With blazing-hot creatives, punchy promotions and a media mix that reached the right audiences at the right moments, the campaign sparked waves of interest, fuelled engagement and kept KFC top-of-mind and top-of-tastebuds. 

Objectives
• Drive sales for KFC’s Samyang Buldak Chicken and Double Down
• Build mass awareness and engage K-wave fans across Singapore 

Performance Highlights
Campaign Period: 2 April – 13 May 2025
• +5% Sales (y-o-y)
• Campaign Reach  93.2% of Singaporeans 
• Digital 
  2.1 M Unique Reach
  2.1% CTR
  +19% Web Traffic & Unique Visitors  

Strategic 360 Amplification 
• Meal-time TV spots and high-intensity primetime spots
• High-frequency Radio buys & Live Reads
• Digital - Instream/Outstream video, Audio Roll, In-Article, Native, Social Ad Player, APX Skinners, Carousell, MeRewards EDM
• KOL social postings
• Outdoor (DOOH) Mall network
• Editorial Partnerships on Channel U Korean drama sponsorship, and K Pop Songs partnerships across 987 & YES 933

"We are thrilled with the results and buzz generated around our KFC Samyang Buldak launch. Our collaboration with Mediacorp drove strong visibility across key media platforms, and the campaign successfully tapped into K-pop fans through strategic placements in Korean dramas timebelts on U channel and Korean music across its youth radio stations." - Jaslyn Lam, Director of Marketing and Food Innovation, KFC Singapore

Looking to create an impact with bold ideas that break through the clutter? Connect with your Mediacorp Account Manager to explore how we can bring your brand to life.