R/GA Singapore has created a special version of Jingle Bells. Special because the musical remix is scientifically crafted to pair perfectly with the rich, umami taste of Parmesan Truffle Chicken.
The fun idea uses Sonic Seasoning, a cutting-edge neuromarketing technique, to enhance the flavour of the fan-favourite dish. (It was born from a challenge to ignite fresh excitement for Parmesan Truffle Chicken during the busy holiday season in Singapore, where traditional Christmas vibes can often feel borrowed and, well, meh.)
To create Jingle Your Tastebuds, R/GA and KFC collaborated with Professor Gemma Calvert with her team from Nanyang Business School and Massive Music to create a soundtrack fine-tuning the track by pairing specific sound elements with food textures that actually enhance the flavour profile of Parmesan Truffle Chicken. Through taste testing, they discovered how elements like crunchiness, creaminess, and tenderness respond to different pitches, adjusting the track to achieve the optimal sonic seasoning.
The one-of-a-kind sonic seasoning, a first in Singapore, will be available on Spotify for everyone to experience.
“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience,” explained Professor Calvert. “It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest.”
Jaslyn Lam, director of marketing and food innovation KFC Singapore, added, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favourite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”
Ed Cheong, executive creative director at R/GA Singapore, commented,, “No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken.”
Fans can scan a QR code featured on out-of-home ads, in the film, and across social media that links directly to KFC’s Spotify page to enjoy the Jingle Your Tastebuds track – a perfect soundtrack for Christmas gatherings that enhances every bite. Exclusive behind-the-scenes videos and experimental clips will share insights into the creative process and the science of sonic seasoning.
Credits
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 Copywriter: 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 Centre for Marketing Technologies (NCMT) at NTU. Co-Founder, Split Second Research UK Limited
