{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"COLLABORATION & PARTNERSHIP","is_link":false},{"keyword":"ENTRANT COMPANY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"TITLE","content":"KHAO MUN GAI ASSOCIATION","is_link":false},{"keyword":"BRAND","content":"KFC THAILAND","is_link":false},{"keyword":"ADVERTISER","content":"YUM RESTAURANTS INTERNATIONAL (THAILAND) CO., LTD.","is_link":false},{"keyword":"AGENCY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"GENERAL MANAGER","content":"NATDHEE SOPONDHITIPUN","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"PATHIDA AKKARAJINDANON ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"GREEPOL BOONSRANGSOM","is_link":false},{"keyword":"ART DIRECTOR","content":"PATTARAWAN LUANGSA-ARD\/PANUPONG PUTONG\/TORSAK CHUENPRAPAR\/SARAN ROJANAPHAT","is_link":false},{"keyword":"COPYWRITER","content":"GREEPOL BOONSRANGSOM\/PANDARIE SOMJIT\/TORSAK CHUENPRAPAR\/POOMRAPEE ONGARDVANISH ","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHANOKNAN WONGWISES","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"SIRAPA KANCHANASUPPAWONG","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SAWARIN JUNTARATIP","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"KFC, the global fast-food giant with over 1,060 branches in Thailand, responded to the rise of Thai Taste by introducing its own version of “Khao Mun Gai” (chicken rice)—but this move had to be executed carefully, without creating negative sentiment or overshadowing the local vendors who made the dish iconic.\r<br>\r<br>Instead of competing, KFC chose collaboration by introducing “Khao Mun Gai Association.” \r<br>\r<br>For the first time ever, KFC joined forces with 10 respected Khao Mun Gai vendors to establish an alliance rooted in mutual respect and shared growth. We brought all parties together to sign an MOU, witnessed by the press. This initiative is not just for 10 vendors, but for all Khao Mun Gai sellers across Thailand. The goal is to elevate the dish to global recognition alongside icons like Tom Yum Goong and Somtam—while honoring those who’ve perfected it for generations.\r<br>\r<br>As part of KFC’s strengths as a big brand—marketing scale, media reach, and retail footprint—we used our resources not to dominate, but to shine a light on local culinary gems. We launched the Khao Mun Guide, a curated map of must-visit Khao Mun Gai spots nationwide, available for free at all 1,060 KFC branches and at our local partner vendors within the association. It’s also available in digital format, promoted across all of KFC’s social platforms.\r<br>\r<br>This initiative creates a sustainable model—one where local heroes get the recognition they deserve, and where shared success replaces competition in Thailand’s beloved chicken rice scene.","is_link":false},{"keyword":"INSIGHT","content":"Although Khao Mun Gai (chicken rice) is a beloved staple of Thai street food found on nearly every corner, we discovered that many local vendors in Thailand had untapped potential but lacked media coverage or sufficient support. We saw an opportunity to leverage KFC’s strengths—its extensive media reach and nationwide branch network—to help amplify these vendors’ voices.\r<br>\r<br>The breakthrough came when we realized that instead of competing, KFC could position itself as a supporter of local vendors. By collaborating with 10 respected Khao Mun Gai vendors to form Khao Mun Gai Association, we could elevate the dish and celebrate its heritage. This insight led to a creative strategy rooted in empathy, collaboration, and respect for Thai food culture.","is_link":false},{"keyword":"STRATEGY","content":"Launching Khao Mun Gai at KFC came with a real cultural risk. With 1,060 branches nationwide, KFC could easily be perceived as a global giant entering and harming a category deeply rooted in Thai street food culture. Local Khao Mun Gai vendors are small businesses built on generations of trust, and any move by a large brand risked negative sentiment and backlash.\r<br>\r<br>The key insight was clear. In Thailand, people do not oppose big brands growing, but they strongly value fairness and respect for local businesses. When a big brand uses its power without empathy, it is seen as threatening.\r<br>\r<br>Instead of positioning KFC as a competitor in the Khao Mun Gai market, the strategy reframed the role of the brand. KFC would act as a platform, not a disruptor. The objective was not only to introduce a new menu item, but to protect local vendors, build goodwill, and elevate Khao Mun Gai as a national dish.\r<br>\r<br>The strategy focused on collaboration over competition. By leveraging KFC’s marketing scale, media reach, and retail footprint, the brand could shine a spotlight on local vendors rather than overshadow them. This approach allowed KFC to enter the category responsibly, build positive sentiment, and create long term cultural value beyond sales.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"The creative idea was to transform a potential threat into a shared opportunity by creating the Khao Mun Gai Association.\r<br>\r<br>Instead of competing with local Khao Mun Gai vendors, KFC invited them to become partners. The brand introduced an official association that united KFC with respected local vendors under a shared mission of mutual respect and shared growth.\r<br>\r<br>This idea directly addressed the challenge. Rather than asking people to accept a big brand entering a local food space, KFC showed tangible respect for those who made the dish iconic. By standing alongside local vendors, KFC positioned itself as a supporter of Thai food culture, not an intruder.\r<br>\r<br>The association was not symbolic. It was designed to create real value for vendors by giving them visibility, credibility, and access to KFC’s reach. The creative idea aligned with the strategy by turning KFC’s scale into a tool for support.","is_link":false},{"keyword":"EXECUTION","content":"First, KFC partnered with 10 respected Khao Mun Gai vendors. All partners came together to officially establish the Khao Mun Gai Association and signed an MOU witnessed by the press. This public commitment reinforced credibility and transparency from the start, with a shared goal of elevating Khao Mun Gai to an iconic Thai dish, alongside Tom Yum Goong and Somtam.\r<br>\r<br>Next, KFC introduced the Khao Mun Guide. A curated guide featuring must visit Khao Mun Gai shops across Thailand. The guide was distributed for free at all 1,060 KFC branches and at partner vendor locations. A digital version was also launched and promoted across KFC’s social platforms to extend reach nationwide.\r<br>\r<br>Every execution step reinforced the strategy of support over competition. KFC used its media power and retail presence not to dominate the category, but to amplify local culinary heroes. Together, these actions created a sustainable model where shared success replaced rivalry in Thailand’s Khao Mun Gai community.","is_link":false},{"keyword":"RESULT","content":"KFC turned a potential win-lose situation into a win-win.\r<br>\r<br>The Chicken Rice Association project generated a wave of positive social sentiment and earned widespread praise in the media as a best practice for Western brands entering local markets. As a result, KFC’s Khao Mun Gai quickly sold out nationwide in less than a month, while local vendors also saw a significant boost in sales across Thailand.\r<br>\r<br>30% sales uplift to rice port.\r<br>15M+ total online reach\r<br>678K+ total engagements","is_link":false}],"files2":[{"name":"CS10_002.mp4","type":"mp4"},{"name":"CS10_002_DI01L.jpg","type":"jpg"}],"count":2}