Popular fast-food chain KFC has teamed up with the Attack on Titan franchise for its latest marketing campaign in Hong Kong. Headlining the campaign are two promotional videos showing the Titans holding KFC fried chicken in their hands. According to iProspect, a Dentsu media company that worked on the campaign, said the integration echoes KFC’s “brand identity of being playful and bold.”
Aside from the promotional videos, KFC Hong Kong also released an outdoor campaign promoting the collaboration, transforming the chain’s local flagship store in Causeway Bay into a fully immersive Attack on Titan experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.
The second floor also features two giant photo spots, recreating classic scenes from the anime. For the brand, this move also showcases its commitment to providing consumers with a 360-degree engagement that aligns with its brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.
As part of the collaboration, there are six exclusive merchandise items inspired by Attack on Titan: The Final Season elements with a pun-intended product name in Cantonese namely “Krispy Break” Maneuver Gear, including Krispy Break Titan Eye Mask, Survey Corps Neck Pillow with Cape, Infinite Stress Popping Bucket, Survey Corps Krispy Break Portable Fan, Titan “Kooling” Towel’, and ‘“Krispy Break” Acrylic Stand Blind Box, aimed to remind everyone to take a break during their busy days.
Lastly, an interactive “Titan Attribute” game has also been developed to allow consumers to match their personality traits to corresponding titans and discover their “Titan alter ego” with tailored stress-coping methods. At the end of the game, customers are provided an incentive to visit KFC stores as a means of addressing their daily stresses.
We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration. The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.
Statement from Janet Lau, Marketing Director, KFC HK & Macau
This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s 4 characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.
Statement from Christa Ma, Business Director, iProspect Hong Kong
The campaign launch comes ahead of Attack on Titan‘s 15th anniversary, with the series teasing a new project as part of the celebration. The series, which ran from September 2009 to April 2021 in Kodansha’s Bessatsu Shonen Magazine, was written and illustrated by Hajime Isayama. 34 volumes with a total of 139 chapters were published. The English manga was licensed by Kodansha USA.
Attack on Titan had various adaptations and projects, which included the anime series which had four seasons. An upcoming project, the Attack on Titan the Movie: THE LAST ATTACK compilation movie, is set to premiere in Japan on November 8.
Source: Press Release, KFC Hong Kong YouTube
©Hajime Isayama, Kodansha/”ATTACK ON TITAN” The Final Season Production Committee
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