Playful, cheeky and, of course, freedomland. KFC's tone of voice on social is this copywriter's dream. While I've worked on several social posts for the brand, this particular piece below is the chosen one, i.e. the one I am proudest of.
Some time in early 2021, there was this whole debacle about a certain someone claiming that he wrote 'Count On Me, Singapore', a cheesy yet spirit-lifting National Day song that never fails to rah-rah Singaporeans every 9 August. Coincidentally, KFC was in the thick of the #ThatsTheColonelsGuarantee campaign, which aims to remind KFC fans that the fried chicken house maintains a high standard for that finger lickin' goodness.
I saw this as an opportunity to mock the song saga while giving it a branded twist that was in line with the Colonel's Guarantee campaign. This piece was pitched to the client as an idea under GOODSTUPH's news-jacking arm called JASON, and it was published on KFC's Instagram page within a few days.
