Over the month of Ramadhan, KFC wanted to encourage top of mind recall among muslims when looking for Sahur options. The KFC Croissant Zinger was selected to champion this initiative, and they approached Astro Radio to help them connect with their target audience.
“THE EARLY BREAKFAST SHOW” was created so Malaysians get to wake up to the call of a KFC meal. Positioned as “Your Sahur Champions”, ERA, SINAR, ZAYAN and GEGAR hosted early Breakfast Shows from 4am to 6am where the content was Sahur skewed and highlighted KFC’s early morning menu.
To increase engagement, we also ran an online contest for 2 weeks where fans stood a chance to win FREE KFC Breakfast and KFC Vouchers if they tuned into THE EARLY BREAKFAST SHOW.
What We Achieved
The first of its kind, this month-long campaign reached:
• Over 12,862,000 people on radio
• 78,280 people on Facebook