On the 13 February 2021, Kedah road transportation department (JPJ) announced that KFC car registration plates were up for bids and the minimum bid for some of the more sought-after numbers such as KFC 50, KFC 8 and KFC 9999, was RM20,000.
Using this opportunity, KFC used the viral news to start their own campaign of auctioning an original KFC dining plate.
Together with creative agency, Naga DDB Tribal, a one of a kind KFC plate was designed with the number ‘KFC 11’ to represent the brand’s iconic 11 secret herbs and spices.
The bid for the one and only KFC original plate via Facebook started at 11am and ended at 11pm on 25 February. According to a statement released by KFC, the bid which started at RM 11 was eventually won by Jerry Ng with a winning bid of RM211. All proceeds from the auction were donated to AddHope, a world hunger relief organisation.
“When the team came to us with the idea, we knew we had to do it,” said Creative Directors of Naga DDB Tribal, Suryadipura Salleh, Jeremy Yeoh and Rachel Hoo.
“Jumping on this topical news was a rare opportunity for KFC to show off its brand personality by connecting with Malaysians in a lighthearted and fun way.”
Chief Creative Officer : Alvin Teoh
Creative Director : Jeremy Yeoh, Suryadipura Salleh, Rachel Hoo
Creative Group Head : Candice Chhoa
Senior Art Director : Bobby Lai
BM Copywriter : Zhafirry Fenner Zakaria
Senior Account Director : RZ Chew
Associate Account Director : Brian Khoo
Project Manager : Victoria Lim