What an absolutely hilarious way to get launch a food product. Wolf BBK launches KFC Thailand’s version of the hugely popular Chicken Rice (aka Khao Man Kai), with a story about a young man who didn’t come home from work, a phone call to Colonel Sanders and a feast of food porn.
The agency’s absurd humour aligns with KFC’s bold step beyond its famous fried chicken, announcing its mission to show its commitment to rice, a staple of Thai cuisine. The film, produced by Suneta House, captures the spirit of Thai culture.
KFC Thailand’s efforts extend beyond the menu itself. To solidify its commitment, the brand has joined forces with local vendors to create the Chicken Rice Association, an initiative aimed at elevating this popular dish. This began with a press conference on January 10, where KFC signed a Memorandum of Understanding (MOU) with 10 pioneer members, including well-known names such as Jek Meng, Toh Pub, Mhuek Man Kai, and others.
In addition to this partnership, KFC Thailand has introduced the Khao Man Guide, a curated mini-guidebook featuring 50 of the best Khao Man Kai spots across the country. This initiative highlights KFC Thailand’s support for local businesses, giving smaller vendors a platform to shine. Participating shops receive a special badge, symbolising the unity of the association and the dedication to quality of the food.
“With this launch, KFC Thailand makes a bold statement—bringing our version of Khao Man Kai, Thailand’s beloved dish, to the menu’s fans. As a newcomer to the world of ‘Khao Man Kai,’ KFC is not just joining the game but proving its determination to become a part of the community. This campaign is more than just a menu launch—it’s a movement to elevate ‘Khao Man Kai’ and unite an entire community of Thai chicken rice lovers and legendary local vendors,” stated Suhayl Limbada, market lead & chief marketing officer, KFC Thailand
Wolf BKK added, “This campaign starts with a powerful insight: while every Khao Man Kai shop has its own unique charm and specialty, they are all united by a shared love and passion for this iconic dish. With the launch of the new menu, the goal is to make sure everyone understands that Uncle KFC is truly determined and going all in for Chicken Rice—for real. This commitment comes to life through the ‘Chicken Rice Association’ and the ‘Khao Man Guide’—a shared space that brings all Khao Man Kai shops together.”
“We appreciate KFC Thailand for making this gathering possible. Without this event, we might not have had the chance to unite like this. KFC has become the center, taking the first step in introducing ‘Khao Man Kai’—a convenient and delicious meal—to more people, showcasing ‘Chicken Rice’ as one of Thailand’s culinary gems, alongside every iconic dishes and elevating our country’s presence on the global stage,” commented a representative from Baytong Chicken Rice.
