KFC Malaysia has unveiled KFC Treats, a vibrant new campaign created with VML Malaysia, that aims to transform how young Malaysians see and enjoy everyday snacking. With the tagline “You Deserve a Treat,” the brand is positioning snacking as more than just a bite—it’s an act of joy, spontaneity, and self-reward.
The campaign was launched at KFC Sunway Pyramid, where guests were invited to experience a playful, youth-driven event inspired by the energy of Malaysia’s emerging “coffee rave” culture. Instead of a standard product launch, KFC hosted a secret daytime party, complete with a live DJ, a “Snack Treats” claw machine, exclusive KFC merchandise, and first tastings of the new Treats range.
To make indulgence more accessible, KFC also introduced “Jimat Treats,” a 2PM-5PM value deal tailored for students and young professionals seeking affordable enjoyment without compromise.
“Our goal was to create a brand that goes beyond food — one that connects emotionally with young Malaysians and becomes part of their everyday lives,” said Hanim Mazam, Chief Marketing Officer of KFC Malaysia. “With KFC Treats, we’re encouraging everyone to make self-reward a daily ritual, whether it’s celebrating small wins or simply getting through the day.”
The new KFC Treats platform reflects a strategic move for the fast-food giant: expanding its brand promise beyond traditional meals into the fast-growing snacking market. Combining VML’s creative expertise and cultural insight, the range debuts with fun, local-inspired flavors such as Cempedak Pie and Durian Egg Tart, blending nostalgia and novelty to resonate with Malaysia’s Gen Z consumers.
According to Karen Koay, Head of Digital Experience and E-commerce at VML, “KFC Treats is more than a campaign—it’s a movement celebrating everyday joy. We wanted to break the mold of traditional snacking by turning it into a lifestyle experience rooted in creativity, culture, and connection.”
With upcoming activations planned across 80 universities, nationwide digital engagement, and immersive in-store experiences, KFC Treats is set to become a daily ritual for young Malaysians—a reminder that every small win deserves a moment of joy.
