Campaign SpotlightPress Release

KFC Thailand turns football matches’ most boring moment into an exciting one

BANGKOK, THAILAND — Creative agency CJ Worx has created a campaign to turn the much-hated Video Assistant Referee (VAR) into an exciting moment for fast food brand KFC. During the football game, “Checking for Chicken” from KFC popped up the limited saving coupons on its app upon the appearance of the VAR. In turn, thousands of KFC fans rushed to the app to claim those coupons.


VAR was formally written into the Laws of the Game by the International Football Association Board (IFAB) in 2018. A VAR check may cause the game to be delayed while the VAR ascertains whether or not a possible mistake has occurred. The referee may delay the restart of the game and cause annoying for the game watching. Millions of viewers worldwide have found it annoying since 2018.

Reporters say most people do not get it in time but are satisfied with how KFC entertained its fans during the “nothing to do moment.” Thousands of people rooted for VAR checking to collect the new coupons. There are various coupon types to follow on every match; for example, offside promo, handball discount, disallowed goals bundle, penalty offer, and more. 



Creative Chairman & Founder: Saharath Sawadatikom
Chief Creative Officer: Thanasorn Janekankit, Saharath Sawadatikom
Creative Director: Saharath Sawadatikom
Associated Creative Director: Vuttichai Chongsanguan, Chalotorn Nuanthong
Copywriter: Vuttichai Chongsanguan, Supakij Samudchaiyakij, Phanisa Wangsuk
Art Director: Umavadee Vitayapradit, Chalotorn Nuanthong
Agency Producer: Saralrat Chalermsripinyorach
Managing Director: Chawana Keeratiyutamonkul
General Manager: Warapan Pornphichitpan
Associate Business Director: Pinpinat Piyatataungvara
Senior Account Executive: Nathawadee Runguthaisiri
Technology Solution Team: Pattanapong Chamchoy, Dhanabhumi Medhavikul, Prasit Champathong
Designer Team: Prontip Chansompong, Weerapon Wongtawa
UX Strategist: Wanviset Boonsa-ard, Ninrakarn Bootporm
Creative Content: Songpol Wuttikaisriarkom
Project Manager: Penika Angkathunyakul, Wongsakorn Techaboontam, Warinyaporn Thitirattanachai, Chantika Tancharoen

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