KFC Thailand shows how consumers can feel like a VIP with its Don Jai meal

KFC Thailand is tapping on the feeling of exclusivity as an inspiration for its new campaign "Feel like a VIP" promoting its new Don Jai set. The 30-second ad video features a man, visiting KFC to order its Don Jai meal set. While the protagonist is clothed in simple and plain clothes, the other customers inside are dressed extravagantly, donning luxurious and elegant clothing as they feast on KFC's chicken.

While he feels out of place initially, after ordering and consuming the Don Jai set, the man's outfit transforms into more trendy and eye-catching clothes, alluding to the campaign's tagline "Feel like a VIP". The campaign will run across TV, digital, social and in-store mediums. 

Patra Patrasuwan, head of brand at KFC Thailand, said: “At just 69 baht for great quality KFC Don Jai, you can feel like VIP without having to spend like one.” Meanwhile, Suhayl Limbada, KFC Thailand’s new CMO added: "It’s a great feeling when you’re treated like a VIP, we wanted to bring this experience to our customers everyday with an abundant Don Jai set at a great price.”

Directed by Bruno Bossi of Carbon Films, the campaign is created by Publicis Groupe Thailand, with social done by Brilliant & Million, Thailand. “With lashings of bling, a lavish set and a rockstar soundtrack, we were trying to capture a very special feeling – one only KFC can deliver, with tongue firmly in cheek,” said Ajay Vikram, chief creative officer at Publicis Groupe SEA.

Meanwhile, in KFC Singapore, the QSR brand launched a campaign that sought to promote kindness and respect towards service staff in the food industry in June. Titled "Let Kindness Fly", the campaign featured a social media activation where consumers were encouraged to strike a pose to form a "wing" shape. According to KFC previously, the creative concept of the campaign came about from the increase in abuse cases faced by both KFC Singapore's and other brand's front-line service staff ever since the pandemic. This has taken a "significant toll on employees' mental and physical well-being", it added then. 

On the digital front, KFC Malaysia rolled out 11 NFTs inspired by its Original KFC Moments in May. Created by three Malaysian artists, eight of the NFTs was open for purchase on digital marketplace Open Sea, where the remaining three were up for grabs in a social contest on the brand's Instagram. CMO Chan May Ling told MARKETING-INTERACTIVE then like NFTs, the brand is original, unique, distinct, and irreplaceable, thus, venturing into the world of these non-replicable digital assets was one of the great ways to further express its brand identity: "inspired by Malaysians, made by Malaysians for Malaysians". Additionally, she added previously that through the campaign, KFC hoped to champion local artists, as well as express the memories in the metaverse which its fans can uniquely own. 

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