KFC Thailand Sparks a Chicken Skin Obsession with Crispy Zabb Skin Sell-out

KFC has launched a new menu item, 'Crispy Zabb Skins,' in response to the intense demand from passionate fans. The popularity of this item soared, with sales skyrocketing to a sell-out in just seven days of its release! This immensely successful campaign not only boosted brand awareness to a monumental level but also solidified KFC's position as a leader in the fried chicken market in Thailand. Fans are raving about the uniquely flavourful taste of this menu item, available exclusively in Thailand, and eagerly anticipate its return thanks to the overwhelmingly positive response from enthusiasts.

Following the insistent customer call for the return of KFC Thailand’s popular Crispy Zabb Chicken Skins, an unexpected challenge was set by KFC’s Marketing Team, with a Page Admin post on the 6th November that read: if you really want it on the menu, send us 10,000 heart emojis in the comments. Fuelled by fans' insatiable cravings, the KFC page went berserk, with more than 300,000 hearts pouring in from fans online! Staying true to its promise, KFC Thailand wasted no time in announcing the imminent arrival of KFC Crispy Zabb Skin in 59 of its participating quick-service stores. From a call-out to a fully blown campaign, Crispy Zabb Skins exploded on social media with a 50% engagement increase, while influencers eagerly shared the anticipation across Thailand for the official KFC Crispy Zabb launch date of 9th November 2023. 

The online results were astounding: The Crispy Zabb Skin campaign accelerated KFC's brand awareness by a staggering seven times, paralleled with a four-times increase in visits to KFC's Facebook Page. Moreover, user growth of the KFC TH mobile app rose by a remarkable 180%, while user traffic on the platforms met a 175% spike within the first four days of the meal’s re-entry in store. KFC experienced unprecedented coverage as media outlets, influencers, and die-hard KFC fans organically shared reviews about the finger lickin' crispy delight - now demanded by craving customers across all KFC outlets. With an unmatched online response, and with Crispy Zabb Skins being sold at an affordable 129 Baht per 130 grams, it’s no surprise that the brand witnessed a skinsational sell-out of its highly popular meal within seven days of launch.   

KFC Thailand's chief marketing officer, Suhayl Limbada, told the press he was overcome by the response and expressed his gratitude to the fans, "Thank you KFC fans, for your overwhelming love and support! 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,” says Suhayl.