For years, a superstition persisted in Thailand's hospitals that doctors or nurses ordering KFC while on duty would result in a massive influx of patients, with some thinking that the spirits' love for the brand's chicken attracts more cases.
This made KFC an unwanted presence in hospital settings and deterred healthcare professionals from indulging in their favorite fried chicken brand, even leading to uncomfortable moments for families wanting to give nurses or doctors a KFC meal as thanks.
And so, the brand just had to release an inventive new campaign to break "The KFC Fried Chicken Curse."
To mark Thai Doctor's Day, KFC and award-winning advertising agency Wolf BKK launched the "This Is Not KFC" collection, consisting of specially made packaging inspired by traditional Thai blessings meant to ward off curses and confuse the spirits.
Featuring phrases like"No Wingz Zabb inside" (referring to a local menu favorite) and "This does not contain Fried Chicken," the cheekily clever campaign gave doctors and nurses the chance to enjoy KFC worry-free.
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In a statement, a Wolf BKK spokesperson pointed out how the campaign adapted a global brand to a local audience:
"We tapped into a belief that's epic and uniquely Thai, So, we used a straightforward, Thai-inspired approach to dispel the curse."
As a leading fried chicken brand in the country for over 40 years, KFC's relationship with its Thai customers led to the very rare occurrence of the brand being integrated into the culture.
By utilizing brand storytelling with an emphasis on local practices, KFC's latest campaign further solidifies the brand's presence within the country.
Working with one of the top advertising agencies in the country also enabled the brand to create a campaign that would be uniquely attractive to Thais.
Can the Curse Be Broken?
Launching on November 25 at selected branches near hospitals only, the short-lived campaign gained significant traction online.
It captivated Thai doctors and nurses in particular, many of whom placed orders to test whether or not the packaging would break the curse.
KFC also tapped real healthcare workers to humorously demonstrate on social media how the new packaging could solve their problems, letting them eat KFC Fried Chicken in peace.
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KFC Thailand Market Lead & CMO Suhayl Limbada shared how the campaign is unique yet embodies what the brand is all about:
"This campaign is not just fun; it’s a reflection of what KFC stands for — bringing joy to everyone through our great tasting food.”
Indeed, KFC is known all over the world for its attention-grabbing campaigns and partnerships. Last week, KFC collaborated with Build-A-Bear Workshop to launch a range of plush toy accessories inspired by the chain.
In October, KFC USA launched its new chicken tenders with a hilarious Braveheart-style commercial.
