Effie Singapore Shortlist

Sonic seasoning is the science of pairing music or sounds with a flavour to enhance the tasting experience. Based on research that people can experience cross-modal correspondences between sounds and tastes. In partnership with renowned neuroscientist and pioneer of neuro-marketing, Professor Gemma Calvert - we turned the most recorded holiday song of all time - Jingle Bells, into the "sauce" that pairs best with KFC's Parmesan Truffle Chicken. Making aural modifications that heightened the umami flavour of Parmesan, richness and creaminess of truffle oil, crispiness and tenderness of Fried Chicken. Most importantly, we made KFC's Christmas Special the centrepiece of a curious aural experiment that our customers could test for themselves.