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For Those Who Rise and Cannot Shine
SOCIAL • IDEATION • COPYWRITING
KFC Singapore wanted to introduce a new breakfast item: Original Recipe Riser Burger.
We looked at the burger and thought, “why would anyone want to have KFC early in the morning?”, and realised it would have more appeal past the usual morning hours — just when late birds are starting their day.
Rise and shine on your own time: From the grumpy night owls to the birdbrains scrambling to function in the morning, the social campaign appealed to the different types of late-risers. With KFC's 'Freedomland' brand spirit in mind,
we reminded them that it is ok to embrace their morning "lateness" with the Riser burger.
Agency: GOODSTUPH
Client: KFC Singapore
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