When it comes to gifting during the festive season in Thailand, it is always an epic battle of festive hampers or gift baskets. The basket has been a symbolic well-wishing and gifting gesture for Thais for as long as history. Workplaces, households, and government institutions are flooded with gift baskets every year, with most of their contents left unwanted and discarded.

KFC Thailand transforms the iconic bucket into the KFC Bucket Basket, the new symbol of well-wishing in this festive season, to join Thai people in their obsession with gift baskets. The limited-edition basket, which was created by local craftsmen, perfectly fits the KFC bucket inside and was ready to serve during this festive season. We hijacked the moment of the basket gifting tradition so that the brand would stand out in both Thai culture and people's life.

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?

We started releasing the making of VDO of the KFC Bucket Basket by Thai local craftsmen, arousing people to want our Bucket Basket as a new well-wishing gift. We show our generosity for the holiday season by sending KFC Bucket Baskets to many brands and mass media to wish them well in a finger-licking good way and also make Bucket Baskets become a new symbol of well-wishing. Of course, we send it to our main competitors and also expressed our well-wishing to them through OOH campaign. We got surprise feedback in return, all competitors were trying to send us back their mimic basket and invited KFC to collaborate. We delivered Bucket Baskets to Thai people across the country by launching events nationwide, and also giveaways to people both on-ground and on social media during the festive season.

The KFC Bucket Basket got epic attention and turned out to be the new year's most wanted gift! In December 2022, KFC Thailand's sales reached an all-time high.

With 145K organic engagements

19 Million PR value

566 Million impressions in total

400% sales increased compared to the festive season last year

KFC celebrated the year-end with 15% business growth.