KFC Thailand locks the “Wrong” Kaprao up in funny new campaign via Wolf BKK

“Kaprao” is Thailand’s ultimate go-to meal, the unofficial national dish and the country’s most-ordered menu item year after year. It’s a dish Thais take seriously, with fierce opinions about what qualifies as the ‘right’ Kaprao. That intensity inspired KFC Thailand and Wolf BKK to build an entire campaign around the controversy, turning Thailand’s favourite food debate into a launch platform for the Kaprao Crispy Chicken Rice Bowl.

The dish has never been just food in Thailand. It’s a culture. So serious, in fact, that adding onions, corn or long beans isn’t just wrong, it’s judged as a food crime. It’s the Thai version of pineapple on pizza in Italy, only more intense, more heated and far more spicy. A debate that never really ends over who’s right and who’s wrong.

The new Kaprao Crispy Chicken Rice Bowl sees KFC Thailand honour the heart of the dish with a rich, aromatic Kaprao sauce and bold Thai heat, glazed over golden crispy chicken, served on white rice and doubled in crunch with crispy holy basil. It’s a new form of Kaprao that respects its soul while staying true to KFC’s DNA. But honestly, some Thais might still see it leaning toward the “wrong” side of Kaprao.

Instead of denying it, KFC Thailand embraced it. “The routine menu, in a new way” became the core of the campaign. Together with Wolf BKK, the message was simple for every Kaprao shop: just be honest about what kind of Kaprao you are, then let people choose. That alone should never be a crime.

Told through an absurd Thai comedy film by Suneta House, the campaign turns the heated debate into humour. The idea plays on the exaggerated social belief that once you break the Kaprao law, you’re guilty enough to go to jail. No exceptions. Not even KFC. Because when it comes to Kaprao, no brand is bigger than Thai taste.

This new menu launch isn’t just about getting the taste right. It’s about stepping closer to Thai culture through the menu Thais love, protect, and care about the most and showing that even as a global brand, KFC Thailand truly respects and shows its commitment to rice, the heart of Thai everyday meals.

Go try the new Kaprao Crispy Chicken Rice Bowl today for just 59 Baht. Available for a limited time until February 25. Hurry up!

Credits
Brand: KFC Thailand
Agency : Wolf BKK
Chief Creative Officer : Torsak Chuenprapar
Managing Director : Natdhee Sopondhitipun
Executive Creative Director : Pathida Akkarajindanon
Creative Group Head & Copywriter : Pandarie Somjit
Creative Group Head & Art Director : Panupong Putong
Copywriter : Poomrapee Ongardvanish
Art Director : Narada Kittikunokorn
Group Communications Director : Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer : Chanoknan Wongwises
Senior Graphic Designer: Vanvisa Wangbamrungsak
Production Company: Suneta House
Director: Teerapol Suneta