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.”

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The campaign, developed in collaboration with KitKat under the “Made with KitKat” concept, brings together two global names built on snacking culture and pause-driven branding.

The range includes three items—Kone KitKat Overload, Kream Cup KitKat Overload, and Egg Tart KitKat Overload—each built around soft serve, chocolate sauce, and generous KitKat crumble. 

Prices start from 25 baht, with availability across participating KFC outlets in Thailand until May 27, 2026 or while stocks last.

KFC Thailand said the campaign is designed to reframe motivation itself. Rather than pushing constant productivity, it encourages consumers to embrace pauses as meaningful moments of enjoyment.

Patra Patrasuwan, Associate Marketing Director at KFC Thailand, said, “Even a short break can go a long way—helping us recharge and come back refreshed. The ‘Dessert That Cheers You to Take a Break’ campaign starts with a simple idea: motivation doesn’t always have to come from pushing harder—sometimes, it begins with a pause.”

Further adding, “With ‘KitKat Overload,’ KFC invites Thais to embrace their breaks and make those small moments more meaningful—adding a touch of sweetness to turn everyday pauses into feel-good, refreshing moments.”

Nestlé Professional, which oversees KitKat’s food service expansion, said the collaboration is part of a broader “Made with KitKat” strategy aimed at younger consumers and out-of-home occasions.

Sriprapha Chingprasertsuk, Business Executive Officer for Nestlé Professional & Food, Nestlé Indochina, said, “For over 90 years, KitKat has been a leading global chocolate brand, winning the hearts of chocolate lovers worldwide with its signature taste, unique texture, and iconic ‘Have a break, have a KitKat’ slogan. Today, we are bringing that essence into the food service space through the ‘Made with KitKat’ concept to better connect with younger consumers.”

Chingprasertsuk said, “Our collaboration with KFC introduces ‘KitKat Overload’—from kones and kream cups to egg tarts—each generously packed with KitKat crumble. We are confident the range will be well received by customers.”

The campaign will run across stores nationwide and is being amplified through creator-led social content.

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The brand installed a giant inflatable Colonel Sanders at Bangkok’s Elephant Tower, a high-visibility stunt that quickly spread across social media as crowds gathered for the water festival.

The campaign is built around a familiar problem. Wet, slippery conditions during Songkran often lead to discomfort and chafing from footwear—an irritation KFC has turned into a product play.

Working with Thai footwear brand Nanyang, the chain introduced limited-edition “Colonel Riding Elephant” flip-flops, designed for grip and comfort during water play, while doubling as a bold, festival-ready item.

KFC has extended the push with short-form videos and a campaign film built around the line, “My shoes are eating my legs!”, leaning into the chaos of Songkran to drive shareability.

“At KFC Thailand, we turn deep consumer insights into ideas that are fun, surprising, and truly part of people’s lives,” said Patra Patrasuwan, Associate Marketing Director at KFC Thailand. 

Patrasuwan described, “Songkran is one of the most joyful moments of the year, yet it also comes with familiar challenges, such as uncomfortable footwear during water play.”

The campaign also includes limited product drops at Silom Road, one of Bangkok’s busiest Songkran hotspots, alongside nationwide meal bundles tied to the promotion.

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In a LinkedIn post, Limbada said his tenure with the company “comes to an end today,” describing the experience as “the chapter of a lifetime” and one that reshaped his perspective on leadership and business.

Limbada joined KFC Thailand as chief marketing officer in 2022 before taking on an expanded remit as market lead and CMO in 2024, where he held full profit and loss responsibility for the brand’s 1,250-restaurant business. His mandate included driving long-term growth, accelerating digital transformation, and strengthening collaboration with franchise partners.

During his tenure, the business recorded multiple years of system sales and profit growth, alongside continued restaurant expansion and market share gains. The company also built out its digital ecosystem and expanded its community initiatives, including scaling its Harvest feeding programme across more locations.

The brand also gained recognition in creative and effectiveness awards under Limbada’s leadership, including international awards such as Cannes Lions.

Reflecting on his time in Thailand, Limbada pointed to the people and relationships built over the years as the most meaningful part of the experience.

“I showed up every single day with the best of intentions, for the brand, for the business, and for the people,” he said. “And in return, I found a team that believed, that pushed, and that made the journey incredibly special.”

He also noted that while challenges emerged during his tenure, particularly in 2025, the team used the period to learn, reset, and grow.

Limbada did not disclose his next role but indicated he is preparing for a new chapter, saying he is “ready to once again take the road less travelled.” 

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Titled “Seems Not Spicy. Then Suddenly–Scorching,” the campaign is led by a commercial that depicts a young man sampling the chicken wing. At first, he remarks in Thai that it is “not spicy.” As he continues eating, however, as the heat intensifies, he says, “My tongue is on fire!”

The advertisement draws on familiar social debates around spice tolerance, highlighting how individuals experience heat differently. The narrative centres on the idea that while some people feel spiciness immediately, others only register it after a delay.

“It’s a debate we all know — why do some people insist ‘it’s not spicy,’ while others can’t handle it? The truth is spices hit everyone differently. Some feel it fast; others feel it slow,” said Suhayl Limbada, chief marketing officer at KFC Thailand.

“That insight led us to craft a true slow-burn experience with Angry BBQ WingZ — heat that builds gradually, layer by layer, catching you off guard. This isn’t about declaring how spicy it is. Spice isn’t measured by what you say — your tongue always tells the truth.”

The campaign frames the product as a challenge; the brand encourages consumers to test their spice tolerance during the limited availability period, which runs until 25 March.

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The latest campaign, titled “The Missing Figure: Student Sanders”, introduces a collectible art toy named “Student Sanders”, part of the Baby Sanders series. The figurine was hidden in 30 locations across Bangkok in an effort to draw attention to young people who are absent from the formal education system. According to KFC Thailand, the selected sites reflect areas where many out-of-school youth live and work.

The toy is intended to symbolise students who are missing from classrooms. Members of the public were encouraged to search for the figurines, with the activity designed to generate discussion around the scale of the issue and bring it into wider public awareness.

The Bucket Search programme was developed in collaboration with the Equitable Education Fund and has been running for two years. The company said the initiative has supported 430 young people nationwide, offering participants opportunities including vocational training, as well as options that allow them to work while continuing their studies.

Proceeds from the Sanders Box Set, which includes the Student Sanders collectible, are allocated toward scholarships, educational materials, and seed funding for career development.

The foundation said the campaign seeks to leverage pop culture, such as collectible toy crazes, to engage broader audiences on the issue of educational equality. They emphasise the need to support the reintegration of out-of-school youth into learning and employment pathways to drive inclusive and sustainable development.the need to support the reintegration of out-of-school youth into learning and employment pathways to drive inclusive and sustainable development.

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The launch event, titled “KFC Crack the Crunch: Chinese New Year Festival”, was held at the Tiger God Shrine in Sam Yan. As part of the campaign, KFC introduced a limited edition pre-order item, the Whole Fried Chicken, available at selected branches. The product reinterprets chicken traditionally used as a worship offering during Chinese New Year, presenting it in the brand’s signature fried format.

Alongside the Whole Fried Chicken, KFC also rolled out the Heavenly Chicken Bucket, which was made available nationwide until 16 February.

Suhayl Limbada, chief marketing officer at KFC Thailand, said, “Chinese New Year is one of the most meaningful celebrations of the year, so we asked ourselves a simple question: how do we celebrate it in a way that’s unmistakably KFC? The answer was obvious—Whole Fried Chicken.”

A key feature of the Sam Yan activation was a sensory installation that replaced the sound of firecrackers with the crunching sound of fried chicken. According to the company, the concept aimed to reflect changing lifestyle preferences, including sensitivity to loud noises, while maintaining the celebratory atmosphere.

An oversized installation of the Whole Fried Chicken was also displayed at the event as a photo opportunity. Visitors could take part in additional activities, including writing wishes on lantern cards and participating in divination rituals using fortune sticks.

“The launch is bold, very limited, and a little bit crazy, because that’s what happens when you really listen to fans and push creativity to the edge. It’s our way of celebrating the festival not by following tradition, but by creating a new expression of it,” added Limbada.

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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.”

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The campaign introduces collectible Fortune Bucket bags featuring four different lucky messages. Customers who purchase selected bucket meals from 199 baht (USD$6.35) can receive a complimentary bag, available at KFC outlets nationwide until January 28, 2026, excluding branches at Don Mueang and Suvarnabhumi airports.

As part of the campaign, KFC Thailand also held a traditional blessing ceremony led by Ajarn Karn Musikaboonlert, also known as Ajarn PoobPub, from Siamphithee. The ceremony focused on themes of wealth, health, love, and success, reflecting cultural practices associated with starting the year on an auspicious note. 

The initiative also includes a new commercial featuring amulet expert M Haththep, a prominent figure in Thailand’s amulet community. The film references familiar elements from his online content before revealing the Fortune Bucket bag as the featured good-luck item.

Commenting on the campaign, Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said, “As Thailand looks ahead to the new year, themes of good fortune, positivity, and fresh beginnings naturally come into focus. That’s why, with our Fortune Bucket, we’re turning a simple moment into something more meaningful: when customers enjoy a 199-baht bucket, they receive a Fortune Bucket bag carrying a blessing to take with them, carrying one of four wishes: health, wealth, love, or happiness.

Suhayl added, “It’s our way of combining great value with a touch of fun, flavor, and optimism, because our great-tasting food should do more than fill you up, it should lift your spirits too. Most importantly, we hope this small gesture adds a moment of optimism to the start of the year, and we wish everyone in Thailand a year ahead filled with happiness, success, and joy.”

The Fortune Bucket bags feature four designs representing different blessings: Fulfilled Wishes, Good Health, Prosperity, and Success. Each qualifying bucket purchase includes one randomly selected bag.

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The initiative sees Colonel Sanders reimagined as “Sanders Claus” and includes a donation-driven activity, “KFC Spreads Care With Bucket Ware to Say Thanks”, which invites the public to contribute essential supplies in exchange for limited-edition festive merchandise. 

Donations will be collected on 30 November at KFC Samyan Mitrtown and delivered through partner organisation Recyclese.

Suhayl Limbada, market lead and chief marketing officer for KFC Thailand, said, “As we head into the festive season, we know that moments of togetherness and joy matter more than ever to our Thai community.”

He added that this year’s campaign aims to offer “a fresh, fun way to celebrate with our limited-edition Bucket Ware”, calling it “a playful keepsake and a thoughtful gift, something new, something joyful, and something that brings the spirit of KFC into the season of giving.”

A festive parade, led by “Sanders Claus” and entertainment creator Joke iScream, will move through central Bangkok on December 3, spreading Christmas cheer from Samyan Mitrtown to Asoke. 

KFC has also rolled out three special year-end menu items and reinstated its sought-after “KFC Festive Bucket Ware”, redeemable at 99 baht with qualifying purchases until December 10. 

The campaign extends nationwide across all KFC outlets, with festive menus available until January 4, 2026. 

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