In China, celebrity endorsements are the tried-and-true ad formula. And KFC hard at work trying to revamp its brand in China — is going with a full-on onslaught of not one but five celebs.

To put their collective star power in perspective: One of the actors involved has 72 million followers on Weibo, China’s Twitter equivalent.

As KFC debuts 15 new products simultaneously in China, a digital campaign from Ogilvy Shanghai uses stars to represent new menu additions. (For example, a tender-hearted reality star plugs new rice-based comfort foods.) Then the celebs compete for “likes” on social media.

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