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SUB CATEGORY :
CUSTOMER ACQUISITION & RETENTION
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ENTRANT COMPANY :
WOLF BKK, BANGKOK
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TITLE :
THIS IS NOT KFC
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BRAND :
KFC THAILAND
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ADVERTISER :
YUM RESTAURANTS INTERNATIONAL (THAILAND) CO., LTD.
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AGENCY :
WOLF BKK, BANGKOK
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GENERAL MANAGER :
NATDHEE SOPONDHITIPUN
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CHIEF CREATIVE OFFICER :
TORSAK CHUENPRAPAR
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EXECUTIVE CREATIVE DIRECTOR :
PATHIDA AKKARAJINDANON
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ART DIRECTOR :
PANUPONG PUTONG
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ART DIRECTOR INTERN :
SARAN ROJANAPHAT
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COPYWRITER :
PANDARIE SOMJIT
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COPYWRITER INTERN :
POOMRAPEE ONGARDVANISH/WORAMADE JAIMIPAK/
PEERADA TANTISERANEE
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AGENCY PRODUCER :
CHANOKNAN WONGWISES
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DESIGNER :
VANVISA WANGBAMRUNGSAK
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COPYWRITER INTERN :
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GROUP COMMUNICATIONS DIRECTOR :
SIRAPA KANCHANASUPPAWONG
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COMMUNICATIONS MANAGER :
SAWARIN JUNTARATIP
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CAMPAIGN SUMMARY :
KFC Thailand faced an unexpected challenge—becoming a taboo. A myth had spread among healthcare professionals that eating KFC during shifts would bring an overwhelming influx of patients and complicated cases. This belief significantly shows by lowered KFC's traffic near hospitals.
To tackle this, KFC Thailand embraced the superstition with a culturally insightful solution. The campaign "This Is Not KFC" playfully acknowledged the myth and turned the curse into a powerful selling point. KFC repackaged its food using a Thai-style curse-breaking method—communicating with the holy spirits through simple messages like "This Is Not KFC" "No WingZ Zabb Inside" and "There’s no chicken in here"—paired with talisman-inspired visuals.
This idea combined deep local insight, a strategically timed Thai Doctor’s Day activation targeting hospital areas, and the organic power of community-driven engagement, successfully breaking the psychological barrier that kept healthcare workers away. More than just a sales driver, the campaign proved that KFC isn’t just an international brand—it’s one that truly understands Thai culture, humor, and beliefs. The campaign led to a 26% sales increase, massive media coverage, and a strengthened position as Thailand’s No.1 fried chicken brand—recognized for both its taste and cultural relevance.
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CREATIVITY/IDEA/INSIGHT :
Despite their scientific backgrounds, healthcare professionals in Thailand aren't immune to superstition. The "KFC Fried Chicken Curse" has persisted for years, circulating on Thai social media and becoming an inside joke within the medical community. This myth created a barrier to KFC’s traffic near hospitals. The belief claimed that ordering KFC during a shift would lead to a rush of patients, causing chaos and stress in the workplace. KFC alone carried this unique superstition — other fried chicken brands or fast food didn’t have the same strong effect. This strange taboo pointed to an unusual, almost special, relationship between KFC and healthcare workers.
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STRATEGY :
“This is Not KFC” turned the superstition into a unique selling point.This creative strategy was built on a deep understanding of the target audience’s beliefs and cultural context. The challenge wasn’t just about overcoming a superstition—but also was about making KFC a relevant brand that truly understands the Thai consumers.
Instead of dismissing or disproving the belief, the campaign leaned into it by using Thai traditional methods. The packaging was redesigned with Thai-style curse-breaking messages and talisman-inspired visuals.
This approach was crucial in addressing the ingrained beliefs of healthcare professionals. By speaking their language—both literally and culturally—KFC embraced the myth with humor, making it something people wanted to engage with. Combined with a strategic launch on Thai Doctor’s Day and a targeted rollout near hospitals, the campaign aimed to spark organic engagement, drive conversation, and transaction.
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EXECUTION :
The campaign execution embraced Thai traditional methods, featuring messages to the holy spirits like “This Is Not KFC,” “No WingZ Zabb Inside,” and “Just Rice, No Chicken at All.” The packaging tapped into the Thai belief that small actions can change bad luck, similar to the tradition of placing a sticker on a car to shift negative energy. The graphics also included talisman-inspired visuals to maximize the power of the message.
The campaign strategically leveraged the unique and humorous "This Is Not KFC" packaging as a conversation starter. This, combined with the shareability of the curse within the medical community and the fact that many healthcare professionals went out to conduct their own "trial" or experiment, organically generated a wave of social media buzz and user-generated content.
Direct consumer engagement was further amplified by the campaign's launch in strategically selected KFC branches near major hospitals. This, coupled with the inherent newsworthiness of the campaign, resulted in significant free PR as media outlets picked up the story, intrigued by the unusual approach to addressing a cultural phenomenon.
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RESULT :
The results were beyond impressive: a 26% increase in brand sales and heightened media attention, reaffirming KFC’s position as Thailand’s No.1 fried chicken brand. Additionally, the campaign generated over 81,972,514 organic engagements and a 200% increase in sales at a nearby hospital branch. The success of the campaign went beyond Doctor’s Day, with many hospitals placing large orders to treat their staff on New Year’s. We can now see that KFC is seen as a symbol of appreciation rather than a taboo. Moreover, the campaign received overwhelmingly positive sentiment from doctors, further solidifying KFC’s connection with the healthcare community.
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ENTRANT MUST CLEARLY INDICATE THE NUMBER/QUANTITY OF THE INCREASE IN NEW CUSTOMER ACTIVITIES OR THE NUMBER OF RETAINED CUSTOMERS :
- 26% increase in brand transaction
- 200% increase in sales at a nearby hospital branch
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