KFC Thailand seems to be a dream client. It won 24 awards at the annual Adman Awards & Symposium 2023 hosted by the Advertising Association of Thailand, with its agencies. Adding to its week of wins, KFC Thailand clinched an award in Communication Design/Marketing Campaign for the KFC x TIKKYWOW campaign from DFA Design for Asia Awards 2023.
KFC Thailand’s Adman Awards & Symposium 2023 awards include Digital & Social Design (6 Awards), Media (5 Awards), Public Relations Plan (4 Awards), Direct Marketing (3 Awards), Experience & Activation (2 Awards), Design, Good for People, Integrated Communication Marketing (IMC), and Out of Home, with KFC Fried Chicken Incense Sticks and KFC Checking for Chicken being especially applauded.
The KFC Fried Chicken Incense Sticks campaign was a collaboration with Wunderman Thompson. The campaign went viral earlier this year celebrating Chinese New Year, promoting the Colonel’s Original Recipe incense sticks. The campaign secured 7 Awards in the categories of Digital & Social, Product Design, Direct Experience & Activation, and Media. KFC Checking for Chicken, a VAR (Video Assistant Referee) spectacular in partnership with CJ Worx Agency, turning football referee gestures in a World Cup match into real-time KFC coupons for fans to redeem, won 6 awards in the Digital & Social and Direct Experience & Activation segments.
KFC Wheel for One, designed to celebrate singles on Valentine’s Day with the first-ever single-cable Ferris wheel, clinched five awards across Media, Public Relation Plan, and Immersive Experience categories. The heartwarming initiative, KFC Let Mom Rest for Mother’s Day, created in collaboration with Wunderman Thompson Thailand, replaced moms’ photos in product logos with Colonel Sanders. It won two awards and was praised for sparking a trend that encouraged fathers to step in and allow mums to take a break, earning a special award in the Good for People category.
Moreover, the Colonel’s 9.9 birthday celebration with CJ WORX secured two additional awards. It successfully hijacked Thailand’s 9.9 online shopping festival creating the illusion that all brands were celebrating Colonel’s birthday. Other campaigns, such as KFC Boiled Chicken Hijack, which defied the popular Chinese New Year trend of rising chicken prices by selling the exclusive Heng Heng Bucket at a 40% discount in Yaowarat area, and the KFC Bucket Basket, where Colonel Sanders spread New Year’s Eve happiness through a gift-basket-themed KFC Bucket, also received special recognition.
Suhayl Limbada, chief marketing officer at KFC Thailand, commented, “Congratulations to everyone. The triumph of the KFC brand at the Adman Awards 2023, coupled with the overwhelming support from our fantastic KFC fans, continues to fuel our drive to consistently deliver impactful work. I extend our heartfelt gratitude to the people and agencies involved in crafting this exciting and engaging work. These awards stand as a testament to our shared goals and resolute commitment to all our fans.”
In addition to the Adman Awards, KFC x TIKKYWOW was a standout highlight during this year’s Songkran festival, winning the Bronze award in Communication Design/Marketing Category from DFA Design for Asia Awards. The campaign featured a fresh packaging design that captured the essence of Thai Culture, in collaboration with the renowned street artist, TIKKYWOW, and design guru, DUCTSTORE.
