Wolf BKK has launched a new campaign for kfc” target=”_blank” rel=”noopener” title=”KFC” data-wpil-keyword-link=”linked”>KFC Thailand called “Uncle KFC’s Rice Bowls.” This campaign reimagines the iconic Colonel Sanders as a beloved ‘Uncle,’ aiming to create a familiar and homey experience that resonates with Thai culture and lifestyle.
In Thailand, rice is more than just food; it is central to every comfort meal and a crucial part of daily life. KFC has been a favorite for chicken lovers in Thailand for over 40 years. However, the brand faces a unique challenge because Thailand’s rich culinary landscape views fried chicken as a luxury treat, not an everyday comfort food.
Suhayl Limbada, Chief Marketing Officer of KFC Thailand, says, “This campaign marks a fresh approach where we are stepping out of our comfort zone with a storytelling that’s genuinely Thai. It’s something KFC Thailand has never done before! We’ve taken the global icon, Colonel Sanders, and transformed him into a neighborhood uncle selling affordable rice meals for 59 Baht. This approach aims to make the Colonel even more relatable to Thais and showcase him and our restaurants for what it is – friendly, warm, and welcoming.”
The campaign includes a humorous and heartwarming film created by Suneta House. The film portrays Colonel Sanders as a charming, slightly humble “Loong” (Thai for ‘Uncle’) whom everyone knows and loves from their neighborhood. “It’s like East meets West,” says Director Teerapol Suneta. “By bringing out the Thainess in Uncle Sanders, we’ve broken through the global brand barrier.”
A Wolf BKK spokesperson added, “We chose the term ‘Uncle’ to evoke the warmth and familiarity of local lunch spots run by friendly uncles and aunties. This connection helps KFC feel more like a part of the everyday Thai experience.”