KFC: KFC You Soon by DDB Latina

KFC has launched a 86-track playlist in Malaysia to encourage customers to come back to its stores as Covid-19 pandemic lockdown restrictions lift in the country.

Malaysia lifted its lockdown called ‘Conditional Movement Control Order’ on 9 June and entered a ‘Recovery Movement Control Order (RMCO) phase’ to reopen the economy in stages that will last between 10 June and 31 August.

The playlist, titled ‘KFC You Soon’ and created by Naga DDB Tribal, has 86 songs to commemorate each day the dine-in service was unavailable in KFC stores in Malaysia. The trilingual playlist aims to tell customers how much the brand has missed them.

To promote the playlist, a dedication video was launched and features a lonely KFC store pining for the return of its customers, serenading the viewer with popular song lyrics that convey its yearning.

“Over the past few months, restaurants have generally been quiet and lonely. If the tables, chairs, trays and sauce dispensers could speak, they would probably tell people how much they’ve been longing for their presence,” explain Jeremy Yeoh and Suryadipura Salleh, creative directors at Naga DDB Tribal

“As KFC reopens its stores for dine-In across the country, the team came up with the idea of serenading people back through song instead of doing the regular announcement.”