Independent writing2026
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Field notes

KFC Spicy Rice — National Launch

The brief: make a brand-new SKU feel inevitable on day one. We built the launch around the idea that the rice deserves the same care as the chicken — fresh, hot, and unmistakably seasoned. What we made Three 30-second TVCs OOH across transit and high-traffic urban panels Social-first pre-roll in six cuts Films Results Sold-through in 11 days; +18% basket size among buyers; campaign picked up by [publication].

The brief: make a brand-new SKU feel inevitable on day one. We built the launch around the idea that the rice deserves the same care as the chicken — fresh, hot, and unmistakably seasoned.

What we made

  • Three 30-second TVCs
  • OOH across transit and high-traffic urban panels
  • Social-first pre-roll in six cuts
KFC Spicy Rice — TVC still, hero bowl close-up
KFC Spicy Rice — outdoor billboard, transit corridor
KFC Spicy Rice — packaging range on shelf

Films

Results

Sold-through in 11 days; +18% basket size among buyers; campaign picked up by [publication].