Winner winner chicken dinner! Fast-food chain and PUBG collaborate on a meal box with exclusive in-game loot
“Winner Winner Chicken Dinner!”
While this catchphrase traces its origins to the Great Depression in 1930s America, when gamblers fought over a piece of chicken, this victory cry is now popular among players of PUBG Mobile and PUBG: Battlegrounds whenever their squads win a match.
Inspired by the Japanese dystopian action thriller film Battle Royale, PUBG: Battlegrounds, lets a hundred players parachute on a remote island to battle in a winner-takes-all showdown. Players must locate and scavenge their weapons, vehicles, and supplies, and defeat every player in a visually and tactically rich battleground that forces players into a shrinking play zone. PUBG Mobile, as the name suggests, is the mobile adaptation of the original game.
Now, the players’ ultimate taste of triumph is transported IRL through a partnership between game developer Tencent Games and global fast-food brand KFC through its Gamer Box.
When KFC customers purchase KFC Gamer Box 2023, they will score a scratch card where they can redeem in-game loot. The rewards include up to six battle cosmetics in KFC’s signature red and white brand colors and inspired by the fast food’s signature tastes, allowing PUBG: Battlegrounds and PUBG Mobile gamers to indulge all of their senses.
The Gamer Box meal is composed of a Jr. Original Recipe Snacker, one box of regular Shots, a glass of iced tea, 1 Brownie, and the aforementioned free PUBG Game Code.
Each KFC Gamer Box 2023 includes a voucher code to enter on the special KFC X PUBG site, accessed via QR codes in-store or on vouchers. Once on kfcxpubg.com, users will redeem their vouchers to receive PUBG: Battlegrounds codes for in-game rewards on PC and console or PUBG Mobile codes to redeem via their mobile device.
“All of the PUBG players would know about ‘Winner Winner Chicken Dinner’ and us working with KFC now makes it a perfect combination,” said Benj Dalmacio, senior business development manager of Tencent. “To our players, thank you for your continued support for both our game as well as the partnership.”
KFC Chief Marketing Officer Charmaine Bautista Pamintuan said that the Philippines is among the 23 countries chosen for this collaboration. “We acknowledge, na siyempre ang bata ngayon, ano ba ang passion ng mga youth? So gaming is one of the passions of the youth and siyempre, we want to touch base with them,” she explained.
Over the weekend, the KFC Bonifacio Triangle branch turned into a PUBG Battleground, attracting gamers, cosplayers, streamers, shoutcasters, and personalities that included PAPA Kentot, Bela JOYCE, Rochi, PaoLUL and Buunja. Five amateur players also battled against SIBOL, the country’s national esports team.
“The setup here today at KFC is wonderful, especially the parachute. It’s also surprising that PUBG itself made a collaboration with KFC because mostly it’s like KPop and other popular brands,” shared cosplayer Metheril.
His girlfriend, Kach Phrase, echoed his sentiment. “It’s exciting because this is a first for PUBG. Everything here is so awesome to look at, they had so many props, so I think this is a great collaboration,” she said.
This “Winner Winner Chicken Dinner” is available at KFC branches nationwide until Nov. 20, 2023.