KFC Thailand faced an unusual challenge: becoming a curse. A belief circulating among healthcare workers was that eating KFC during shifts would attract a flood of patients and chaos, widely known as the “KFC Fried Chicken Curse.” This myth turned KFC into a taboo in hospital areas, significantly impacting foot traffic and sales.

“This is NOT KFC” turned an unusual superstition into a unique selling point. Instead of dismissing the belief, KFC engaged with it authentically and aimed to change perceptions, making KFC a meal choice for healthcare professionals. This approach went beyond promotions and tapped into cultural behavior to drive real business impact.

Special packaging was created to dispel the curse, utilizing Thai curse-breaking methods with messages to the holy spirits like “This does not contain fried chicken,” “No wings inside,” and “Just rice, no chicken at all,” to shift the negative energy. The graphics also included talisman-inspired visuals to maximize the protective power of the message. Strategically rolled out near hospitals and launched on Thai Doctor’s Day, it ensured maximum awareness and made the initiative feel tailored to its audience. Healthcare professionals were engaged, and the occasion helped strengthen connections with the target group. Sparked across social media and within hospital communities.

The success of the campaign extended beyond Doctor’s Day, with many hospitals placing large orders to treat their staff for New Year. KFC is now seen as a symbol of appreciation rather than a taboo. Additionally, the campaign received overwhelmingly positive sentiment on social media, further solidifying KFC’s connection not only with healthcare but also with the Thai community. “This is NOT KFC” generated over 81,972,514 organic engagements in three days, a 200% increase in transactions at a branch near a hospital, and a 26% increase in sales for the entire brand—reaffirming KFC’s position as Thailand’s No. 1 fried chicken brand that blends into the Thai local culture.