The Spicy Comeback🌶️
The legendary spicy flavor is back!
When it comes to fried chicken, KFC is undoubtedly one of the most familiar names. To satisfy customers’ taste buds, KFC has continuously developed irresistible new flavors. Originally launched as a limited-time item, the Spicy Mala Crispy Chicken quickly won the hearts of consumers and is now making a comeback. To celebrate its return, we drew inspiration from trending buzzwords and cultural moments, relaunching it with the playful slogan Jiao-Zheng Returns!(a pun on the Taiwanese catchphrase “校正回歸”).
The campaign’s core visual highlighted the “explosive kick of spiciness”, creating an experience where customers could almost taste the heat just by looking. This not only matched the flavor’s intense character but also aligned perfectly with the brand’s tone and message. On social media, we went even further—tapping into pop culture, current trends, and audience insights to launch a series of creative campaigns that made this product relaunch the talk of the town.
Inspired by popular talent shows, we introduced the concept of “Spicy Voice”, inviting audiences to discover how one bite of the Spicy Mala Crispy Chicken could unlock a 16-note vocal range—“sing your strongest notes, one bite and you’re a diva!” Cue the music, maestro—it’s time for the Spicy Voice Show!
We also leveraged social engagement by inviting fans to share their reactions with emojis under the theme “Too spicy to say it? Let emojis do the talking!”, giving them the chance to win free meals. Beyond that, we rolled out themed content across KFC’s official Facebook page—from office life sketches to spicy pet moments and even at-home workout challenges.
With the return of the Spicy Mala Crispy Chicken, KFC continues to prove that it’s the go-to choice for spice lovers everywhere—an unforgettable flavor that keeps you coming back for more.
