In Vietnam, asking for a bite isn’t just a polite request — it’s a cultural shorthand. KFC has tapped into this playful, food-loving instinct with its new campaign, created alongside creative agency The Friday. The idea? Make cravings impossible to ignore, not just on your plate, but across the city itself.
The campaign brings the new Smoky BBQ Chicken to life, framing it as the ultimate object of desire. Billboards aren’t just standalone messages here; they form a city-scale scene, with characters on surrounding boards all shouting the same irresistible plea: “Xin Miếng” — or, in English, “Gimme a bite.” The result is a humorous, almost theatrical display of shared craving.
“Xin Miếng” goes beyond a catchphrase. It’s part of Vietnam’s national food vocabulary, a slightly shameless, teasing way friends invite each other to share snacks, street food, or late-night meals. KFC has cleverly turned this everyday social ritual into the emotional engine of its campaign — making the universal urge to snack feel personal and fun.
Rather than treating each billboard as a separate ad, The Friday treated the cityscape itself as a creative canvas. By carefully considering angles, spacing, and sightlines, the team crafted a visual story across multiple boards, turning ordinary streets into a narrative that unfolds as people move through them.
The campaign isn’t just about selling chicken; it’s about celebrating the way people connect over food. As Khoa Pham, Founder & Creative Director at The Friday, puts it: “In Vietnam, the highest compliment isn’t saying something tastes good — it’s asking if you can have a piece. So we built a campaign where even the billboards can’t help themselves.” And in doing so, KFC has made craving itself a citywide experience.
