Thailand – KFC Thailand has launched a new creative campaign to mark the comeback of its ‘Chilli Cheese’ menu items. The new ‘Can’t Trust Yourself When Chilli Cheese is Near!’ campaign hypes KFC Thailand’s limited-time offerings, available from June 26 to July 23, 2025.
To kick off the campaign, KFC Thailand is collaborating with actor Noi Chernyim for a humorous Chilli Cheese remix of the song ‘Anantapatchaye.’ This jingle is positioned as a self-control strategy for the fans unable to resist their cravings.
With the ‘music marketing’ strategy, KFC is also encouraging fans to show their own interpretations of the jingle through TikTok.
The campaign features a new commercial depicting a father’s struggle to resist the Chilli Cheese fried chicken he is bringing home for his children. Injecting humour, the video shows the father secretly eating a piece in his car before reaching home.
Additionally, the campaign is utilising out-of-home media spots nationwide, highlighting the limited-time menu.
Suhayl Limbada, market lead and chief marketing officer at KFC Thailand, said, “Chilli Cheese isn’t just another finger lickin’ good menu, it’s a national craving. Ever since it left our menu, fans haven’t stopped begging, bargaining, and demanding that we bring it back. It’s that dangerously delicious. It’s spicy, it’s cheesy, it’s addictive, and once you’ve had a bite, you don’t stand a chance.
“This is a long overdue reunion. I think it should come with a warning label; it’s that tasty. People don’t just eat it; they fall into it. Helplessly. Happily. And this time, we’re not asking anyone to resist. Go ahead. Give in. You know you want to. Thailand asked…no, demanded, and we’re finally delivering. Welcome back to your obsession,” Limbada added.
The Chilli Cheese menu is available at all KFC branches nationwide, excluding Don Mueang and Suvarnabhumi Airports.
