Crispy chicken skin has long been a cherished component of Thai snacking culture. KFC Thailand has partnered with Brilliant & Million Thailand to create the ‘The Social Fast Food Petition’ campaign, asking KFC consumers to have their say on if this snack should be put on their menu.
Brilliant & Million created a social petition, in the form of a social post, asking consumers if they were interested in fried chicken skin and setting a target of at least 10,000 heart reactions in the comments section. If the target was met, KFC promised to launch the product first in Bangkok. The response was overwhelming, with over 30,000 heart reactions posted, leading to a highly anticipated product release.
A captivating phenomenon swept through the realm of social media, igniting an insatiable appetite for Chicken Skin among its patrons. News sources and a diverse array of influential personalities joined the chorus, sharing their tantalizing encounters. Amidst the fervor, a chorus of voices clamored for the delectable creation, culminating in a staggering accomplishment – the complete sell-out of the product in a mere seven days.
However, the immense popularity wasn’t limited to Bangkok, as consumers nationwide demanded the crispy treat. This prompted us to expand the release and make the product available across the country.
Credits
Chief Executive Officer: Sorada Sonprasit
Executive Creative Director: Titipun Tubthong
Creative Director: Rachata Punyathanasakchai
Copywriter: Punyanuch Pakpeanpairoj
Art Director: Wanut Sriwichai
Creative Group Head: Julalak Phinchaem
General Manager: Thanaporn Chankitmunkong
Account Supervisor: Boonsita Pongpoolsuk
Account Executive: Pakpoom Janset
Design Director:Jirawan Iamkum
Design Director: Chutamas Pothong
Graphic Designer: Monpisut Varaganont
