KFC TH hands menu powers to consumers in buzzy social media campaign

KFC Thailand has launched its new limited edition menu item, ‘Crispy Zabb Skins’, which essentially means 'spicy chicken skin' after a campaign that called for fans to send 10,000 heart emojis in the comments.

Partnering with Brilliant & Million, KFC Thailand put up a social media post that read: "If you really want ‘Crispy Zabb Skins’ on the menu, send us 10, 000 heart emojis in the comments."

The post was intended as a social fast food petition campaign, where KFC consumers were given a stake in deciding what should be on the menu through their online interactions.

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As a reward, KFC Thailand promised to release the product if the target number of heart emojis was met on its Facebook page.

The campaign was met with over 300,000 hearts from fans online and KFC Thailand released its Crispy Zabb Skins in 59 of its participating quick-service stores soon after.

Local food influencers such as Thai food content creator who goes by the social media name 'Eat Here' also participated in the campaign by sharing TikTok videos of themselves eating the Crispy Zabb Skins to share in the excitement with their fans.

According to KFC Thailand in a statement, the crispy chicken skins were sold out within seven days of its launch. Additionally, the fast-food giant reported an increase in engagement on its social media pages. 

“Your response to our Crispy Zabb Skin menu has been nothing short of spectacular, and because of you, we at KFC are inspired to keep bringing you the best of our service and recipes,” said KFC Thailand’s chief marketing officer, Suhayl Limbada.

Across the region, KFC is facing increased pressures in Malaysia as boycotts against brands supporting the Israel-Gaza war go strong. Just last week, the Boycott Divestment Sanctions Malaysia (BDS Malaysia) cleared the air about its alleged campaign for Malaysians to boycott KFC.

The fried chicken chain was never included in the BDS Malaysia boycott list and BDS Malaysia never campaigned for the Malaysian people to boycott KFC from the past until now, according to BDS Malaysia chairman Nazari Ismail.

While McDonald’s made the list because its branches in Israel provided free food to Israeli Zionist soldiers and the McDonald’s corporation did not block the action, KFC has not done the same thing, he added in Malay in a statement seen by A+M at the time. 

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