TikTok is a brutal place. It takes a few muscles and a split second to get ignored by an entire generation, especially if they already don’t care much about your brand. Which was a very real problem for KFC in Singapore.

To launch the new Zinger, KFC had to do something different. No dances, no trendjacks, no ‘sponsored’ posts were going to work. So we enlisted creators and let Singaporeans become a part of our latest recipe.