KFC

#SorryNotSorry

Relaunch KFC’s most sinful limited time product, the Double Down, to a Singaporean market flooded with healthy eating trends.

We decided to be unapologetic about how decadent and sinful the Double Down was by doubling down on our absolute disdain for the clean eating trend and appealing to our biggest fans.

How? By pranking the entire country into thinking KFC is launching a clean burger, absolutely confusing and enraging people, and then revealing the truth about the Double Down. Sorry, not sorry.

We posted a silhouette of a burger and ased people to guess what it was. Fans got excited for something good.

We announced the launch of a Double Steamed Chicken burger. Yum. 

We announced the real product, the Hawaiian Double Down, and reminded everyone that KFC was big on the F word: Fried. 

We sustained the tone and messaging of the campaign through our social content which reflected the unapologetic tone.