KFC Thailand launches 'Spicy Relief Hotline' to quell burn from new menu

KFC Thailand has launched a 'Spicy Relief Hotline' to help Thai spice lovers conquer the burn and enjoy the thrill of the intense heat of its limited-edition Kai Jai Ded menu. 

The 'Spicy Relief Hotline' was done in tandem with KFC's 40th anniversary. It provides assistance and relief to those who dare to indulge the new, limited-edition menu.

The hotline itself offers two unique approaches to calming the burn.

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When '0' is pressed, callers can vent their spicy-induced frustrations to trained professionals who are ready to offer support, advice and a listening ear. 

When '1' is pressed, an automated system delivers random spicy relief sounds, including calming classical music, soothing nature ASMR and meditative sounds to ease the fiery sensation. 

The Kai Jai Ded menu offers two levels of spiciness to cater to every palate. The first level is 'Baby Hot Sauce' for those seeking a touch of heat, and the second level, 'Angry Hot Sauce', for the bold hearts craving an inferno. 

The campaign was created in collaboration with VML Thailand. According to the release, Kai Jai Ded was sold out in just two weeks with "tons of consumers" tapped into the Colonel's Spicy Relief Hotline. 

Suhayl Limbada, chief marketing officer at KFC Thailand said: "With 40 years in business, KFC Thailand is determined to captivate spicy enthusiasts across the nation with Kai Jai Ded, creating a shared experience of unstoppable, addictive heat through our unique and distinctive taste.”

This is just one of KFC's recent innovative campaigns. Earlier in February 2024, KFC Singapore created a song that aimed to leave consumers craving their new Chicken Bak Kwa-infused menu items.

It also introduced a pair of 'HuatWear' shorts specifically designed to bring in extra prosperity this Chinese New Year.

The song was written and composed by local rising artist Calvert Tay who performed the song with Fang Rong. Produced by MediaCorp, the music video shows Tay and Fang Rong welcoming guests into their home as they host a Lunar New Year meal. 

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