KFC Singapore’s Cheesy Mushroom Zinger Double Down burger is sort of like Marmite. You either love or hate it. Being bun-less with no greens and no tomatoes, naysayers even labelled the sinful creation as cardiac arrest inducing. Not to mention, KFC has more equity in fried chicken as opposed to burgers.

Our task is to sell the guilt. But at the same time, enabling an ever-growing health-obsessed culture to indulge in it. To live a little. To give in.

Sales being the primary objective with a +2% uplift in comparison to past launch.

The most unlikely partnership for fast food.

To cement the fact that the returning Double Down burger is guilty as charged, and to enable fence sitters to try it for the first time, we partnered F45 - the world's biggest high intensity interval training (HIIT) gym. Why? To create the first gruelling bespoke fitness regime inspired by 540 calories worth of fast food.

Every receipt of Double Down was redeemable to unlock and reserve an exclusive Double Down edition session with F45. To further promote the sinful Double Down burger that warrants this novel and unlikely partnership, we also released DD edition of home workouts tutorials on social for those who want to earn their meat sweats first.

Our strategy for the Double Down launch emerged from a clear insight: while fans eagerly awaited its return, they were simultaneously apprehensive about its perceived unhealthiness. Rather than skirting around the health concerns, we embraced them, proposing a solution that was as original as the product: a partnership with F45 for workout sessions especially designed to counterbalance the burger's calories. This allowed fans to savor the Double Down without guilt, giving them every reason to indulge. This departure from typical QSR tactics, marrying fitness with fast food, not only provided a practical solution but also captivated attention, becoming an industry-wide talking point.

After all, if it warrants sweating for, the taste must be worth it.

First we used bought media placements to flex how sinful Double Down really is.

• Targeted outdoor media with the campaign key message of "Go On. Give In." - 24 Aug - 20 Sep

• Digital banners and video to show how sinful product really is - 23 Aug - 26 Sep

Then we used socials to activate the "antidote" with our bespoke fitness collaboration.

• Boosted social post by KFC promoting the complimentary F45 x DD workouts redeemable with your receipt - 24 Aug

• Influencer marketing deployed to showcase themselves undergoing the first Kentucky Fitness Club fitness regime at F45 with KFC reposts via IG stories - 3 - 10 Sep

• Boosted social post by KFC sharing the bespoke DD x F45 Home Workout Tutorials - 18 Sep

The measurable impact:

Sales Revenue from Double Down - $3,049,643

Product contribution to overall sales - 18.2% (considering KFC is not primarily a burger joint)

Sales growth compared to same number of physical outlets to previous launch - 8%

Total impressions - 27.4M

Total Active Engagement - 39,810

Positive Brand Buzz* - +9 pts

Overall Brand Index* - +5 pts

*From YouGov brand health metrics