Wolf BKK has created KFC Thailand’s new campaign, “Uncle KFC’s Rice Bowls.” This initiative disrupts the global franchise norm by reimagining the iconic Colonel Sanders as a beloved ‘… read moreUncle,’ aiming to provide a familiar, feel-good, homey experience that resonates deeply with Thai culture and lifestyle. In Thailand, rice is more than a staple. Rice is at the heart of every comfort meal, and an essential part of daily life. While KFC has been Thailand’s go-to for chicken lovers for over 40 years, the brand faces a unique challenge, since Thailand’s rich culinary landscape perceives fried chicken as a luxurious treat, rather than everyday comfort food. The campaign features a humorous and heartwarming film created by Suneta House. The film showcases Colonel Sanders as a charming, slightly humble “Loong” (Thai, for ‘Uncle’) everyone knows and loves from their neighborhood.
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