Being part of the daily routine of people is a challenge that KFC has conquered. Becoming part of their culture – or even their ‘curse’ – is a very rare event. The KFC Fried Chicken Curse is real in Thailand. Despite working in a scientific field, Thai healthcare professionals, like many others, are not immune to superstition. There is a widespread belief among them that ordering KFC during a shift would inevitably lead to an overwhelming influx of patients. Some even say it’s because the holy spirits love KFC so much that they bring all the cases with them.
This superstition has made KFC an unwelcome sight in hospital wards, deterred healthcare workers from enjoying their favourite meal, and even created awkward situations for patients’ families who might want to treat them to KFC.
But on Thai Doctor’s Day, Wolf BKK found a solution for KFC Thailand to break the curse. The partners created special edition packaging, the This Is Not KFC collection. The packaging features phrases such as “This is not KFC, “This does not contain Fried Chicken”, or “No WingZ Zabb inside,” inspired by traditional Thai methods to dispel curses. For the first time, healthcare providers can enjoy KFC Fried Chicken worry-free.
This does not contain Fried Chicken.
This is not KFC, This is Uncle’s Rice Bowl.
This does not contain Fried Chicken
No WingZ Zabb inside
Wolf BKK commented, “We tapped into a belief that’s epic and uniquely Thai, So, we used a straightforward, Thai-inspired approach to dispel the curse. KFC might be global, but in Thailand, it’s all about adapting to the local mindset.”
The fun idea aimed to connect with the community while showing appreciation for the hard work and dedication of healthcare professionals.
“When I first heard about this insight, I was surprised by how uniquely our brand connects with Thais in this way. This campaign is not just fun, it’s a reflection of what KFC stands for – bringing joy to everyone through our great tasting food,” stated Suhayl Limbada, market lead & chief marketing officer, KFC Thailand.
The campaign captured hearts online, particularly among Thai doctors and nurses, while bringing the Thai community closer. Many eagerly participated to see if the packaging could dispel the curse. The buzz became so intense that some are calling it a national agenda, fuelling curiosity and anticipation for the final results.
