KFC Thailand marked its 40th anniversary with an irresistible challenge – the return of Kai Jai Ded, renowned for inducing both love and screams of agony, after a two-year hiatus. Kai Jai Ded is sweating, shedding tears, and craving more (in the best kind of way) spicy-hot.
And for all those who dared to experience its intense heat, KFC and agency, VML Thailand, offered help to conquer the burn and enjoy the thrill of intense heat like never before. Recognising the need to support diners through the intense heat, they launched the Spicy Relief Hotline (+66 2793 3111) to provide assistance and relief to those who dare to indulge.
The Spicy Relief Hotline offers two unique approaches to calming the burn.
- Vent It Out (press 0) – For those who need a more interactive solution, KFC’s call center is staffed with trained professionals ready to offer support, advice, and even a listening ear for those looking to vent their spicy-induced frustrations, OR
- Relax and Recharge (press 1) – For those who prefer a more introspective experience, an automated system delivers random spicy relief sounds, including calming classical music, soothing nature ASMR, and meditative sounds to ease the fiery sensation.
For the less gung-ho, KFC also offered two levels of spiciness::
1) Baby Hot Sauce – for those seeking a touch of heat, and
2) Angry Hot Sauce – for the bold hearts craving an inferno.
With overwhelmingly positive feedback from heat seekers, Kai Jai Ded was sold out in just two weeks with tons of consumers also accessing the Colonel’s Spicy Relief Hotline for an extra dollop of spice relief.
Suhayl Limbada, chief marketing officer at KFC Thailand, commented, “With 40 years in business, KFC Thailand is determined to captivate spicy enthusiasts across the nation with Kai Jai Ded, creating a shared experience of unstoppable, addictive heat through our unique and distinctive taste.”
