Bangkok, Thailand – KFC Thailand has launched a new campaign developed with Wolf BKK to accompany the introduction of a limited-time menu item, the Kaprao Crispy Chicken Rice Bowl.
Titled “The Routine Menu, Done the KFC Way,” the campaign pokes fun at the social notion of a “correct” kaprao recipe. It is led by a film produced by Suneta House that uses comedy to portray the intensity of kaprao-related debates.
The narrative draws on the idea that deviating from traditional kaprao recipes is akin to committing a “crime,” with KFC itself subject to the same scrutiny as any other vendor.
KFC Thailand and Wolf BKK frame the launch around the idea of honesty, encouraging consumers to decide for themselves what type of kaprao they prefer. This concept is reflected in the campaign’s core message, which acknowledges differing interpretations of the dish and the strong opinions that surround it.
The campaign also highlights KFC’s localisation efforts. In a press release, the company said the launch aims to demonstrate its commitment to cultural awareness.
In the release, the company commented, “The new menu launch isn’t just about getting the taste right. It’s about stepping closer to Thai culture through the menu Thais love, protect, and care about the most and showing that even as a global brand, KFC Thailand truly respects and shows its commitment to rice, the heart of Thai everyday meals.”
