🍗 Uncle KFC’s Chicken Rice: When KFC Mixes Humor & Tradition to Win Over Thailand 🇹🇭
In January 2025, KFC Thailand launched a hilarious campaign to introduce its brand-new traditional Thai dish: Khao Man Kai, aka Uncle KFC’s Chicken Rice.
A Commercial That’s Pure Fire… and Comedy! 🔥😂
The ad follows a man sneaking home late, looking guilty. His girlfriend is waiting in the dark, ready to interrogate him. The more excuses he makes, the longer his Pinocchio nose grows! 😳 Finally, he confesses: he was at KFC… eating Chicken Rice. But she doesn’t buy it – KFC doesn’t serve Chicken Rice! So, he calls up the Colonel himself to prove it. Verdict? KFC does serve Chicken Rice… but the real question remains: “Who were you with?!” 👀
https://www.imdb.com/fr/title/tt4593060
This commercial hits all the right notes: humor, surprise, and a twist that keeps viewers engaged till the very end. It’s a smart way to break consumer habits and plant a new association between KFC and traditional Thai food.
KFC Teams Up with Local Chefs for the Chicken Rice Association 🤝
Rather than positioning itself as a competitor, KFC chose collaboration. The brand launched the Chicken Rice Association, joining forces with local restaurants to celebrate this beloved dish. The initiative includes a Khao Man Guide, listing the top 50 spots in Thailand for authentic Chicken Rice. Every vendor in the guide receives a badge of approval, and customers get the guide for free with their Uncle KFC’s Chicken Rice order. This move not only builds trust but also shows respect for the local culinary heritage. 🙌🍽️
Why This Campaign Is a Marketing Masterclass 🎯
- Collaboration Over Competition – By working with local experts instead of competing, KFC gains credibility and goodwill.
- Humor + Surprise = Virality – A fun, unexpected ad sticks in people’s minds and sparks conversations.
- Respect & Authenticity – Instead of cultural appropriation, KFC embraces local traditions and elevates them.
- Breaking Expectations – KFC is known for fried chicken, but this campaign successfully shifts perceptions and expands its menu relevance in Thailand.
Final Takeaway 🏆
Created by Wolf BBK and Suneta House, this campaign is a masterclass in smart, respectful marketing. By blending humor, collaboration, and authenticity, KFC isn’t just selling Chicken Rice – it’s becoming part of Thailand’s food culture. 🇹🇭🍛With this move, KFC proves that global brands can integrate into local markets without erasing traditions – but by celebrating them. Now, the question is: Will you try Uncle KFC’s Chicken Rice? 😉🍗
