KFC Thailand turns to experiential stunt with a 91-tonne cheese display for Cheesy Lava debut

Thailand – To promote the launch of its new “Cheese Overload Phenomenon”, KFC Thailand has staged a large-scale outdoor activation in Bangkok, deploying 91 tonnes of cheese in a citywide stunt.

As part of the campaign, the brand installed oversized cheese container props that moved along the Chao Phraya River, drawing attention across key areas of the city and generating online conversation around the activation.

The installation forms part of a broader rollout anchored on the scale of the stunt, with the 91 tonnes of cheese said to be equivalent to more than 48,000 buckets, building anticipation ahead of the launch of its new “Cheesy Lava” product.

The product is positioned as a variation of the brand’s Hot & Spicy chicken, featuring a coating of spicy cheese powder and a molten cheddar-style sauce layered over the chicken.

Supporting the on-ground activation, the campaign also includes an online film that visualises the concept through stylised scenes, including oversized containers transported across the sky and bursting open to release powdered and molten cheese. The film transitions into close-up product shots, reinforcing the product’s core cheese-focused proposition.

Patra Patrasuwan, Associate Marketing Director at KFC Thailand, said, “We wanted to create a moment that people feel part of and want to share in their own way. Great taste alone isn’t enough; consumers need to feel something first.”

Patra added, “We know that when something looks this indulgent and this extra, people can’t help but stop, watch, and share. So we scaled that insight into a real, citywide experience that builds curiosity and invites everyone to discover just how far we can take cheese with our Cheesy Lava.”