A special version of “Jingle Bells” is what agency R/GA Singapore has created for KFC this Christmas. This is a musical remix designed to combine with the flavor umami of the chicken with truffles and parmesan from the fast food chain.

The idea is based on the sonic seasoninga neuromarketing technique that combines or matches sound or music with taste and flavor to enhance or modify the multisensory tasting experience. The brand has sought to enhance the flavor of this dish, which was born from a challenge to spark new enthusiasm for chicken with truffles and parmesan during the hectic Christmas season in Singapore.

To create “Jingle Your Tastebuds,” R/GA and KFC have collaborated with Professor Gemma Calvert and her team at Nanyang Business School and Massive Music to create a soundtrack that refines the song by combining specific sound elements with food textures that They enhance the flavor profile of the chicken with truffles and parmesan. Through different taste tests, it has been proven how elements such as crunchy and tender texture respond to different tones, adjusting the audio track to achieve the optimal sound seasoning, which is available on Spotify.

“Through thoughtful sound design, we created a track that elevates Truffle Parmesan Chicken to a premium multi-sensory experience.”explains Professor Calvert. “It slows down the pace of the meal, allowing diners to fully savor the creaminess, crunch and aroma of the truffle.”

Jaslyn Lam, Director of Food Marketing and Innovation at KFC Singapore, adds: “Our goal with the return of Truffle Parmesan Chicken was to surprise and delight our customers in a way they would never have expected.” Thus, it is not just about recovering a consumer favorite dish, but about reinventing the experience with a unique sonic condiment that amplifies the flavor. “Working with R/GA to explore how sound can enhance flavor has unlocked a whole new way to enjoy KFC.”

Customers will be able to scan a QR code which links directly to KFC’s Spotify profile to enjoy the song “Jingle Your Tastebuds”,

Ed Cheong, Executive Creative Director at R/GA Singapore, comments: “No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance flavor profiles? “It’s about going beyond traditional communications and making consumers enjoy flavor even more.”

Technical sheet

• Client: KFC Singapore
• Marketing Director: Jaslyn Lam
• General Manager: Johnson Yohannan
• Creative Innovation Company: R/GA
• Executive Creative Director: Ed Cheong
• Creative Director: Shingo Ohno
• Senior Producer: Yahshni Murugayan
• Senior Art Director: Jessie Lam
• Editor: Jovi Harrison
• Group Strategy Director: Roana Bianca Brito
• Music Production Company: MassiveMusic Singapore
• Film production: Chun-Kie Filmhouse
• Consultant: Dr Gemma Calvert, Professor of Marketing at Nanyang Business School and Deputy Director of the Nanyang Center for Marketing Technologies (NCMT) at NTU. Co-Founder of Split Second Research UK Limited