The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Creative Game of Thrones Brand

KFC gives its ‘Hot & Spicy’ campaign a fiery Game of Thrones twist


By Charlotte McEleny | Asia Editor

April 12, 2019 | 2 min read

KFC is jumping in on the Game of Thrones action by giving its ‘Hot & Spicy’ campaign a fiery twist.

The brand launched the ‘Hot & Spicy’ campaign last year, which consisted of a series of images that swapped out flames for the similarly aesthetic image of the hot and spicy batter on its chicken.

To celebrate the final season of Game of Thrones, alongside its agency Ogilvy, it’s given a classic dragon image a ‘Hot & Spicy’ twist, replacing the fire with its chicken.

The stunt is part of KFC’s strategy to make sure it is participating in popular culture. "KFC has always been part of the cultural conversation, so the upcoming premiere was the perfect opportunity to remind customers that the best way to enjoy the show is by grabbing a bucket of Hot & Spicy to share," said Shirley Chau, marketing director of KFC Hong Kong.

John Koay, executive creative director of Ogilvy Hong Kong, said: "This new Hot & Spicy campaign is a nod to a show that has become a global phenomenon, just like KFC. It really shows KFC at its most playful and is a great example of how brands can leverage pop culture to show their relevance."

KFC isn't the only brand getting creative for the season premiere of the highly anticipated Game of Thrones final series, as many of its partners have been promoting their take on the event.

The image will be shared online, as well as being placed in print and outdoor.

KFC: GOT Hot & Spicy by Ogilvy SG


Overall Rating 5/5

Vote now
Creative Game of Thrones Brand

Content created with:

Ogilvy SG

Ogilvy is an award-winning integrated creative network that makes brands matter, specializing in creating experiences, design and communications.

Find out more

More from Creative

View all


Industry insights

View all
Add your own content +