BANGKOK, THAILAND – Delivery jobs are now the third biggest economy, fueling big cities like Bangkok with exponential orders placed via delivery apps since Covid-19. But the working conditions of these riders are not easy: working long hours, braving rain or sunshine, floods, air pollution, battling fierce street dogs and many more. All of this whilst orders pile in significantly during holiday seasons like Christmas and New Year’s.
In support of these riders, fast food giant KFC partnered with creative agency Wunderman Thompson Thailand to launch the campaign “Let’Em Rest,” offering its delivery service for FREE over the holiday season – a service that usually isn’t top of mind for consumers who often order via delivery apps.
The campaign kicked off with a bold social media statement to delivery apps to let KFC Delivery take over spreading happiness this Christmas to customers and give riders a well-deserved rest.
Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, shared: “Since Covid till now, riders have one of the toughest jobs in the world, especially in Thailand where people order food 24/7. KFC gave our rider brothers and sisters a rest and a feast to enjoy this Christmas. In addition, by offering up our delivery service for free, we hope to make Thais remember our delivery service option in a super light-hearted way.”
Suhayl Limbada, Chief Marketing Officer of KFC Thailand, furthered: “As a brand, we truly value our Delivery partners and we really appreciate the role they play in delivering our world famous Finger Lickin’ Good chicken to our fans. This Christmas, we would love for them to get a bit of well-deserved rest and allow us to take on some of that responsibility by offering free delivery to our fans when they order KFC off the KFC App.”
Right before Christmas, the campaign leveraged existing footage from TikTok to highlight the challenges riders all over Thailand face. This was followed with a series of digital out of home ads depicting Riders getting their well-deserved rest and with a call to action to Let’Em Rest.
In addition over the holidays, riders received a notification to pick up a KFC order – just like any other day. But what was waiting on the other side was not another delivery, but a chance to relax and enjoy a free KFC feast… All while the KFC Delivery team took over their delivery order.
CREDITS:
Client: KFC
Chief Marketing Officer: Suhayl Limbada
Head of Branded Retail : Vonne Lombard
Head of Brand: Patra Patrasuwan
Marketing Manager – Ecommerce : Sasipim Sirivorapitak
Senior Marketing Manager – Brand Communication: Janett Rungsithikul
Senior Brand Manager – Social Media : Sajicha Ngamwasuluksn
Head of Performance Marketing & CRM: Supasinee Vongkulbhisal
Senior Brand Manager – Performance Marketing: Chatchai Rungratsamiphat
Agency: Wunderman Thompson Thailand
Managing Director: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Group Creative Director: Natkanate Ruengrujmethakul
Creative Group Head: Kajohnchai Rodklongtan
Senior Art Director: Supapit Tipsomponddee
Copywriter: Patiphan Srilapan
Business Director: Naruporn Rungruangchotikul
Group Account Director: Pongpreeya Kittikunanant
Account Manager: Saruta Rattanacheevakorn
Planning Director: Sean Lee Ong
Project Manager: Kanokwan Kaewkern
Producer: Nattakit Wongpakorn
Managing Director: Chanapatt Chindasanguan
General Manager: Saruttaya Mahanavarani
Group Account Director: Worawan Krutwanitchanont
Senior PR Supervisor: Jiravuth Thienprapan
PR Executive: Torranin Rattanabhumsiri
