BANGKOK, THAILAND – KFC Thailand steps into the nation’s most protected dish with its latest campaign by Wolf BKK, “The Routine Menu, Done the KFC Way.”
“Kaprao” is Thailand’s ultimate go-to meal. The unofficial national dish. The country’s No.1 most-ordered menu year after year. Something Thais can eat every day, without ever getting bored.
The dish has never been just food in Thailand. It’s a culture, and people take it seriously. So seriously that adding onions, corn, or long beans isn’t just wrong; it’s judged as a food crime. It’s the Thai version of pineapple on pizza in Italy, only more intense, more heated, and far more spicy. A debate that never really ends over who’s right and who’s wrong.
The new Kaprao Crispy Chicken Rice Bowl. KFC Thailand honors the heart of the dish with a rich, aromatic Kaprao sauce and bold Thai heat, glazed over golden crispy chicken, served on white rice, and doubled in crunch with crispy holy basil. A new form of Kaprao that respects its soul, while staying true to KFC’s DNA. But honestly, some Thais might still see it leaning toward the “wrong” side of Kaprao.
Instead of denying it, KFC Thailand embraced it. “The routine menu, in a new way” became the core of the campaign. Together with Wolf BKK, the message was simple for every Kaprao shop: just be honest about what kind of Kaprao you are, then let people choose. That alone should never be a crime.
Told through an absurd Thai comedy film by Suneta House, the film turns the heated debate into humor. The idea plays on the exaggerated social belief that once you break the Kaprao law, you’re guilty enough to go to jail. No exceptions. Not even KFC. Because when it comes to Kaprao, no brand is bigger than Thai taste.
This new menu launch isn’t just about getting the taste right. It’s about stepping closer to Thai culture through the menu Thais love, protect, and care about the most and showing that even as a global brand, KFC Thailand truly respects and shows its commitment to rice, the heart of Thai everyday meals.
CREDITS
Brand: KFC Thailand
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Executive Creative Director: Pathida Akkarajindanon
Creative Group Head & Copywriter: Pandarie Somjit
Creative Group Head & Art Director: Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer: Chanoknan Wongwises
Senior Graphic Designer: Vanvisa Wangbamrungsak
Production Company: Suneta House
Director: Teerapol Suneta
