Mediaboss Marketing

KFCThailand has launched its new limited edition menu item,Crispy Zabb Skins, which essentially means 'spicy chicken skin' after acampaign that called for fans to send 10,000 heart emojis in the comments.

Partnering with Brilliant & Million, KFCThailand put up a social media post that read: "If you really want Crispy Zabb Skins on the menu, send us 10, 000 heart emojis in the comments."

The post was intended as a social fast food petition campaign, where KFCconsumers were given a stake in deciding what should be on the menu through their online interactions.

Dont miss: KFC MY will replace your chicken if the pieces are too small in attempt to win back consumers

As a reward, KFC Thailand promised to release the product if the target number of heart emojis was met on its Facebook page.

The campaign was met with over300,000 hearts from fans online andKFC Thailand released itsCrispy Zabb Skins in 59 of its participating quick-service stores soon after.

Local food influencers such as Thai food content creator who goes by the social media name 'Eat Here' also participated in the campaign by sharing TikTok videos of themselves eating the Crispy Zabb Skins to share in the excitement with their fans.

According to KFC Thailand in a statement, the crispy chicken skins were sold out within seven days of its launch. Additionally, the fast-food giant reported an increase in engagement on its social media pages.

Your response to our Crispy Zabb Skin menu has been nothing short of spectacular, and because of you, we at KFC are inspired to keep bringing you the best of our service and recipes, saidKFC Thailands chief marketing officer, Suhayl Limbada.

Across the region, KFC is facing increased pressures in Malaysia as boycotts against brands supporting theIsrael-Gaza war go strong. Just last week, the Boycott Divestment Sanctions Malaysia (BDS Malaysia) cleared the air about its alleged campaign for Malaysians to boycott KFC.

The fried chicken chain was never included in the BDS Malaysia boycott list and BDS Malaysia never campaigned for the Malaysian people to boycott KFC from the past until now, according to BDS Malaysia chairman Nazari Ismail.

While McDonalds made the list because its branches in Israel provided free food to Israeli Zionist soldiers and the McDonalds corporation did not block the action, KFC has not done the same thing, he added in Malay in a statement seen by A+M at the time.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crme de la crme of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: KFC Malaysia keeps vow of silence despite off the boycott list. Is it the right PR move? KFC Thailand launches new bucket in line with Songkran Festival Abbott nabs KFC Malaysia's chief marketing officer

Read more here:
KFC TH hands menu powers to consumers in buzzy social media campaign - Marketing Interactive