ABOUT

BACKGROUND

Chinatown Market is where Thai-born Chinese have been buying boiled chicken for generations, offering it as a form of homage.
However, the cost of boiled chicken rises significantly when Chinese New Year returns, Even Dr. Yingsak Jonglertjesdawong complain about this on her social media.

This Chinese New Year 2023 KFC has found a natural audience among Thai-born Chinese looking for budget-friendly options,
It’s time to give people a promising option and fight pricey boiled chicken head-on at the spot in chinatown market.

IDEA

The KFC Boiled Chicken Hijack's objective was to steal the interest among Thai-born Chinese consumers
and challenge their behavior just as they were about to make a boiled chicken purchase.
We made a stall that offers fried chicken as a way to pay homage at Chinatown Market
leading them to choose a promising option and fight pricey boiled chicken in Chinese New Year 2023.

EXECUTION

KFC Boiled Chicken Hijack, The design is inspired by local Chinatown market stalls,
KFC iconic buckets hang in the same fashion as boiled chicken. Blending fried chicken stall into Chinese New Year season.
However, it stands out for its 40% discount, making the fried chicken's price less than half that of boiled chicken,
convincing the crowd to waste no time in embracing the new option. The QR code was already in front of the stall, directing visitors to the KFC delivery site.


OUTCOME

The result helps us prove that the crowd wasted no time in embracing the new option.

KFC.CO.TH visit 189%
Sales went up 161%
Compared to last year’s Chinese New Year.

Simply being where people need us the most,
KFC initiated new rituals that helped people during tough times.