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!

Introducing KFC Basket the Bucket.

KFC Bucket Basket Case VDO
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. 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.

Suhayl Limbada

Chief Marketing Officer, KFC Thailand

Festive season in Thailand is an epic battlefield of gifting baskets. A symbolic of well-wishing with most of its contents left unwanted and discarded.. again and again. What does KFC Bucket, the world's most iconic brand asset, has to do with gifting in Thailand?

In Thailand, gift baskets are a popular gift that Thai people give to each other throughout the festive season. They have been a part of Thai tradition for as long as history. It also serves as a representation of the PR scene. But with the same old gift baskets that appear in every media, everywhere, over and over.

Gift baskets became boring and ordinary for people. 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.

The KFC bucket is one of the most iconic brand assets in Thailand. If we cannot beat the Thai people's obsession with gifting baskets, why not join them?

KFC Bucket Basket, turning a KFC iconic bucket into the new symbol of well-wishing. This limited-edition basket was created by local craftsmen. A KFC sharing bucket fits perfectly inside the basket and ready to serve this festive season.To build the hype, we showed our generosity by sending it out to other brands, and of course - our main competitors. They were trying to send us back their versions of baskets as well.

We've got epic attention, our bucket basket turned out to be this New Year's most wanted gift.

19M PR Value

145K Organic engagements

566M Impressions in total

Most importantly, KFC got 400% sales increased (compared to festive season last year)
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.

Park Wannasiri

Chief Creative Officer, Wunderman Thompson Thailand

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Press

Out with the hamper, in with the festive bucket this Christmas
Campaign Asia
Forget the hamper, this year it's the KFC Christmas Bucket
The Drum
KFC Thailand takes over the season with its very own ‘Basket the Bucket,’ a finger lickin’ good holiday basket
Roastbrief

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