When it comes to sharing occasions in QSR, KFC is front and center in Thai consumers’ minds. KFC is known for sharing, used for sharing and even the brand’s iconic bucket was invented for sharing.

So, when individual consumption occasions are identified as a key driver of growth, how does the brand that dominates sharing reach out and be considered by the solo diners out there?

KFC believes there’s a time and place for everyone at our buckets, whether sharing or solo.

In comes “Bucket for One”, flipping the idea that sharing is caring on its head. Created just for one, we had to shift the mindset that KFC buckets are just for sharing occasions and that it’s perfectly acceptable to escape far away from your friends’ greedy chicken-loving fingers.

Bucket for One is the bucket you don’t have to share; it’s just for you, only you and exclusively for you.

To stand apart from sharing but also tap into what Thai consumers love about our buckets, we decided to boldly prove that a bucket consumed alone is an experience as Finger Lickin’ Good as a bucket shared.

A moment where “self-care” means it’s OK not to share.

Introducing the Wheel for One, an elevated dining experience in the world’s first single-capsule Ferris wheel.

A ride exclusively for one, we created an experience that took solo dining to new heights, turning around, and around again, the thought that eating alone is sad, lonely, or selfish. Free from distractions where no one can bother you in your moment to “treat you and only you”, the Wheel for One experience was an indulgent “me time” treat to be desired.

Make the bucket relevant to individual occasions.

The growth opportunity lay in individual occasions, but our iconic bucket was synonymous with sharing. Instead of sidestepping our key brand asset, we decided to leverage the indulgent experiences people connect to buckets and frame them to individual occasions.

Make it OK not to share.

You don’t have to share. Treat yourself. Indulge. All seem like likely ways to highlight key product differences but in Thailand’s collectivist culture, not sharing and indulging yourself is seen as selfish and go against KFC’s strength and spirit. We needed to make the Bucket for One light-hearted and accessible, to make it socially permissible to treat yourself.

An experience as Finger Lickin’ Good.

The Finger Lickin’ Good bucket sharing experience means a lot to Thais, so we needed to ensure we didn’t make individual occasions the lesser and bring to life an experience as good as sharing.

As couples were parading their love on the week of Valentine’s, we made a bold mark on the cityscape with a love song to Treat Yourself – Wheel for One.

Situated in a prime spot, with a Bucket for One as a ticket to ride, we invited hundreds of thousands of passersby to come to partake in the experience – solo, of course!

Inside the wheel’s cabin were all the premium amenities for relaxing and solo comfort - first-class seating, expansive legroom, and a finely decorated dining table with tasteful (and tasty) décor.

Most enviable of all, is an exclusive view of the city skyline from an exclusively one-of-a-kind viewpoint. While now feeling that they are on top of the world, our Bucket for One diner was captured via 360 cameras to share the moment with the world on social media.

An experience built around a product that could have been at odds with KFC’s sharing spirit, Wheel for One light-heartedly created an experience as Finger Lickin’ Good as sharing that made the individual eating occasion fun, desirable, and worth talking about!

Thousand of people witnessed the wheel during Valentine’s Week. In partnership with influencers and lifestyle publishers, we were able to generate buzz on social media reaching a broad audience and gaining coverage in several mass-reach news channels and publications.

Now KFC and its buckets are seen as bringing the Finger Lickin’ Good times in both individual and sharing occasions – and that means growth!

- 178M Impressions

- 400K+ Engagements

- 24M + BAHT PR value

It sparked a big conversation, especially among those not so in love with Valentine’s!