18 Aug 2025
KFC Thailand boosts sales with Butterbear magic
Nong Noey's charm helps KFC Thailand connect with fans, drive viral engagement, and deliver a standout collaboration marketing success.
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KFC Thailand, the country’s leading fried chicken brand, continues to strengthen its brand love through the success of its ‘KFC I Butterbear’ campaign. The latest highlight was the ‘Meet & Eat with Nong Noey’ event, which gave lucky fans a chance to meet the brand’s newest character.
Fans, affectionately called ‘Mom Bears’ and ‘Dad Bears’, were invited to a heartwarming experience with ‘Nong Noey’, the beloved new character in the KFC family.
Campaign built on connection
The campaign reflects KFC’s creative approach to collaboration marketing, blending storytelling and cuteness to spark viral engagement across social media platforms. It brought fans, especially the ‘Mom Bear’ and ‘Dad Bear’ communities nationwide, strengthening emotional ties to the brand.
Inspired by a viral meme comparing Nong Noey’s hands to fried chicken, the ‘KFC I Butterbear’ built a humorous and natural connection to KFC’s identity. This playful moment became the foundation for a successful partnership with Butterbear, turning Nong Noey into a social media sensation.
Viral success and real impact
The campaign generated over 24.8 million engagements and more than 3708 hashtag uses under #KFCxButterbear and #น้องเนยลูกรักผู้พัน. Sales rose 49%, with product purchase up 59% in the first week of June compared to last year.
“This collaboration between KFC and Butterbear is a clear success story in collaboration marketing. The ‘Meet & Eat with Nong Noey’ event is an extension of this success and our way of thanking fans with a warm and exclusive experience that brought them closer to Nong Noey and KFC,” said Pattra Patrasuwan, Associate Marketing Director at KFC Thailand.
An experience to remember
The ‘Meet & Eat with Nong Noey’ event was crafted to create an unforgettable fan experience from start to finish. Nong Noey surprised fans with a live performance, spreading smiles throughout the venue.
Visitors explored photo zones, including a boutique-style dressing room inspired by Nong Noey’s own. Fans dressed up, posed with props, and wrote heartfelt message on KFC | Butterbear stationery.
The finale featured Nong Noey assisting ‘Uncle Colonel’ and staff at a KFC branch — a charming moment that left everyone smiling.
Limited edition ‘healing scarves’
Nong Noey also invites all Mom and Dad Bears to collect the limited-edition ‘healing scarves’ from the KFC | Butterbear collaboration. Available in two adorable designs — red featuring Nong Noey in a Colonel outfit, and white with Nong Noey in a chicken bucket — the scarves cost around USD 40 each and are available until August 31, 2025, or while supplies last.
Fans can purchase the scarves through all channels: in-store, drive-thru, the KFC App, the KFC website (with Just Pick-Up), or delivery via KFC Delivery.
