Case Study: KFC boosts Gen Z engagement with Wunderman Thompson Thailand's Fried Chicken Incense Sticks

KFC boosts sales 161% with Wunderman

KFC Thailand faced the challenge of reconnecting the younger generation with traditional Chinese New Year rituals, which had lost their appeal to Gen Z. The festival is a major family event in Thailand, but younger audiences were disengaged from the inherited practices. Partnering with agency Wunderman Thompson, KFC aimed to bridge this generational gap and bring families together.

Wunderman Thompson created Fried Chicken Incense Sticks, a ritual item crafted with the aroma and texture of KFC's Original Recipe chicken. This innovative product allowed younger audiences to engage with tradition in a novel way. The solution was a major success, driving a 161% sales increase compared to the previous year and generating 345 million organic reaches, 361K engagements, and $1.5 billion in organic PR value.

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