Partnering with their newly-appointed creative agency, Wunderman Thompson Thailand, KFC Thailand created a limited-edition KFC Bucket Basket, locally sourced and created by local craftsmen, with the basket perfectly fitting the famous KFC bucket inside.
When it comes to gifting during festive season in Thailand, it is always an epic battlefield of Festive Hampers or Gifting Baskets. The basket is a symbolic well-wishing and gifting gesture for Thais for as long as history. Workplaces, households, government institutions are flooded with gift baskets every year with most of its contents left unwanted and discarded.
The KFC Bucket is one of the most iconic brand assets in Thailand. What does it have to do with gifting? Nothing…just yet! If we cannot beat Thai people’s obsession with gifting baskets, why not join them?
Introducing KFC Basket the Bucket.
“Taking a global icon like the KFC bucket and infusing it with the locally famous gift basket depicts the richness and beauty of our country’s culture and is a very special project,” said Chief Marketing Officer Suhayl Limbada at KFC Thailand, “As people return back to celebrating special moments with their loved ones, to be able to incorporate our iconic KFC Bucket as a gift in such a unique way is a perfect ode to our excitement at the prospect of a festive season that is full of cheer and Finger Lickin’ Good moments.”
Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, said: “KFC is a leader that always wants to stay connected and culturally relevant. We are always looking for the opportunity to infuse our brand into the culture in the most distinctive way, not just driving sales but also building the brand. Although KFC is not always associated with end of year gifting, ‘Basket the Bucket’ changes everything. By turning our iconic bucket into a gift basket, a symbol of Thai gifting season, we directly put ourselves into the centre of attention this festive season.”
KFC being the generous brand that it is, also gifted other brands and their competitors with a Basket. After all, the Colonel wanted his friends – the clown, the king and a dragon – to receive the unique bucket that everyone wants.
So if you are looking for an authentic gift this year end or even received a basket stuffed with things you don’t want, exchange it for our Basket loaded with Finger Lickin’ Good KFC Chicken.
Credits
Client: KFC
Chief Marketing Officer: Suhayl Limbada
Head of Brand: Patra Patrasuwan
Senior Marketing Manager – Brand Strategy: Chayapa Jamnarnwej
Brand manager – Innovation CEP: Tipsuda Anekwatcharakorn
Senior Marketing Manager – Brand Communication: Janett Rungsithikul
Head of Performance Marketing & CRM: Supasinee Vongkulbhisal
Senior Brand Manager – Performance Marketing: Chatchai Rungratsamiphat
Agency: Wunderman Thompson Thailand
Managing Director: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Group Creative Director: Natkanate Ruengrujmethakul
Creative Group Head: Vachira Pashekrepapon
Senior Art Director: Nucharee Virojtakulchai
Art Director: Supapit Tipsomponddee
Senior Copywriter: Satawat Tangpuangporn
Copywriter: Napapa Wichaikul, Patiphan Srilapan
Business Director: Naruporn Rungruangchotikul
Account Director: Rynrada Pisawongprakarn
Account Manager: Suchada Puttarukkit, Winna Tangtrasitt
Account Executive: Suchaya Kittayanukul
Planning Director: Jason Cox
Project Manager: Kanokwan Kaewkern
Producer: Jiroj Mechoojit, Jiraporn Channawach
Managing Director: Chanapatt Chindasanguan
General Manager: Saruttaya Mahanavarani
Group Account Director: Worawan Krutwanitchanont
Senior PR Supervisor: Jiravuth Thienprapan
PR Executive: Rawipat Boonma
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