KFC Thailand Makes History with its 2.4 Billion Baht Giveaway to Colonel’s Heirs

Thailand went amok this October when KFC celebrated ‘KFC celebrated Colonel’s 9.9 Birthday’ with a first-of-its-kind ‘Billion Heirs’ inheritance giveaway.  With a finger lickin’ good shout-out for the next Heir to Colonel Sanders’ 2,400,000,000 Baht inheritance, Thais everywhere flocked to KFC to claim their piece of Colonel’s flavor-packed legacy.

With the race to get rich, the campaign fried up excitement in every neighborhood: billboards, newspapers, TV, and online media were alive with the “Billion Heirs” buzz, giving away an extravagant 2.4 Billion Baht, in the form of a Toyota Yaris Car 1.2 sport and 8 million discount vouchers.

Before long, a record-breaking 413 million impressions exploded across social media channels, marking this the most valuable and inclusive campaign in Thailand’s history.

Chief Marketing Officer of KFC Thailand, Suhayl Limbada said, “The results were astounding. The campaign’s triumph was attributed to its simplicity, increased winning opportunities, and distinctive communication approach. Our KFC customers and fans brought the energy and excitement, making it the biggest lotto marketing campaign in Thailand.”

In light of the campaign’s creative strategy, Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, added, “We tailored the narrative to suit the Thai tradition of fortune-telling and we thought, why not make Colonel Sanders’ 2.4-billion-baht fortune the star of the show.

This was an impactful strategy, ultimately allowing all Thais to become ‘Colonel’s heirs’. We created an enjoyable, thrilling experience, granting everyone the right to become ‘Colonel’s heirs’, with a simple and affordable purchase of the KFC menu starting from 99 baht.”

KFC Thailand announced its new heirs to Colonel Sanders’ 2.4 Billion inheritance, Congratulations to Mr. Tummarat Wisetsang, winning a new Toyota Yaris and high fives to all this year’s KFC heirs who won their share of Colonel’s legacy.

“KFC Thailand would like to extend a heartfelt thanks to every participant and congratulate all our heirs for helping us make this campaign a resounding success; this is a testament to KFC’s commitment to delivering unmatched exhilaration and joy to customers – and we certainly won’t stop at a Billion,” ends Limbada.

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene