KFC Thailand: Always Original

Sasipa Mongolnavin

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Campaign details

Brand: KFCBrand owner: Yum Restaurants International (Thailand)Lead agency: Ogilvy & Mather Advertising BangkokCountry: ThailandIndustries: Restaurants & takeawaysMedia channels: Content marketing, Online video, social media

Executive summary

Due to the arrival of several international fried chicken brands with their own 'original' recipes, KFC's 'originality' had lost its relevancy to Generation Y – the most valuable target in Thailand's food category. To win Gen Y's hearts, KFC created insightful branded entertainment about being 'original' or being true to oneself, an effective approach to attract and engage with a YouTube...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands