KFC China teases every early riser with overwork jokes... and a breakfast croissant

KFC's keen insight into the struggles of young white-collar workers in urban China led to a campaign that framed its breakfast offering as helping the overworked.

Campaign details

Award show: ROI FestivalAward category: Audience PlanningAward level: GoldBrand: KFCBrand owner: YumCampaign name: 'The Croissant That Sings Praises'Agency: Ogilvy ShanghaiIndustry category: F&B and Catering ServicesRelease date: May 2019Budget: RMB 1-2 millionCountry: China

Background

An online discussion called 996.ICU — a saying which warns Chinese programmers who once embraced working 9 am to 9 pm six days a week that this schedule is putting oneself at risk of getting into the hospital's Intensive Care Unit — went...

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