BANGKOK, THAILAND — KFC Thailand, in partnership with Wolf BKK, proudly launched its new heat seeker campaign, “Uncle KFC’s Rice Bowls.” This initiative disrupts the global franchise norm by reimagining the iconic Colonel Sanders as a beloved “Uncle,” aiming to provide a familiar, feel-good, homey experience that resonates deeply with Thai culture and lifestyle.
In Thailand, rice is more than a staple. Rice is at the heart of every comfort meal, and an essential part of daily life. While KFC has been Thailand’s go-to for chicken lovers for over 40 years, the brand faces a unique challenge since Thailand’s rich culinary landscape perceives fried chicken as a luxurious treat, rather than everyday comfort food.
Suhayl Limbada, Chief Marketing Officer of KFC Thailand, said, ” This campaign marks a fresh approach where we are stepping out of our comfort zone with a storytelling that’s genuinely Thai. It’s something KFC Thailand has never done before! We’ve taken the global icon, Colonel Sanders, and transformed him into a neighborhood uncle selling affordable rice meals for 59 Baht. This approach aims to make the Colonel even more relatable to Thais and showcase him and our restaurants for what it is — friendly, warm, and welcoming,” ended Suhayl.
The campaign features a humorous and heartwarming film created by Suneta House. The film showcases Colonel Sanders as a charming, slightly humble “Loong” (Thai for “Uncle”) who everyone
knows and loves from their neighborhood.
“It’s like East meets West,” said Director Teerapol Suneta. “By bringing out the Thainess in Uncle Sanders, we’ve broken through the global brand barrier.”
Wolf BKK, the creative agency behind the campaign, explained, “We chose the term “Uncle” to evoke the warmth and familiarity of local lunch spots run by friendly uncles and aunties. This connection helps KFC feel more like a part of the everyday Thai experience.”
