Thailand’s 9.9 double-digit sale is the equivalent of Black Friday. It’s Thailand’s mega shopping day. “Rudely” it is held on Colonel Sanders’ birthday, so the fast food icon hijacked it this year in a campaign by CJ Worx for KFC, Thanks for Discounts on the Colonels’ Birthday.

Showing a leading brand’s generosity (perhaps), Colonel Sanders didn’t just promote his fried chicken or any variations of it. The campaign encouraged brands to go all-in on the 9.9 campaign while also thanking all brands that celebrated the Colonel’s Birthday. Many brands joined in Colonel Sanders’ big day by putting discount labels on their products. Colonel Sanders went out into Thailand to help promote other brands that offered discounts. The campaign aimed to underline KFC’s concept of bringing people together and delivering pleasant moments in their lives.

The campaign was supported online (on a day when millions of people were scouring their screens for discounts) and offline media, and KFC’s own channel with its Gen Z-heavy audience, on billboards at BTS stations and Tuk Tuk wraps.