KFC Thailand retains media agency following competitive pitch

KFC Thailand has reappointed Initiative (the Fame and Flow agency within IPG Mediabrands) as its media agency of record following a competitive pitch, extending its four-year partnership.

The renewed partnership underscores both parties’ shared ambition to create culturally resonant and memorable brand experiences that strengthen KFC’s position as one of Thailand’s most beloved quick-service restaurant (QSR) brands, they said in a statement. 

Don't miss: KFC Thailand goes brainrot with 'Chizzalulu Chizzalala' to celebrate iconic Chizza

Suhayl Limbada, KFC Thailand’s market lead and chief marketing officer, said the decision to continue with Initiative came down to the agency’s hunger and commitment to partnership. “Retaining a client as an incumbent is a massive challenge and it requires more effort than others in a pitch. Initiative didn’t take anything for granted, they came into this pitch hungry, focused, and with a clear intent to be true business partners,” he said.

“That mindset, along with their energy, creativity, and deep passion for our brand, is ultimately what won them the opportunity. We’ve done great things together, but what excites us most is where we’re going next.”

Sora Kaitkanarat, CEO of Initiative Thailand, added that the agency’s reappointment is a testament to its collaborative spirit and cultural understanding of the Thai market. “We are incredibly proud to continue our partnership with KFC Thailand. This win is testament not only to Initiative’s competitiveness in the market but also to the strong collaboration, creativity, and trust we’ve built together over the past four years,” Kaitkanarat said.

Meanwhile, Tharaputh Charuvatana, CEO of IPG Mediabrands Thailand, described the win as a reflection of the group’s continued focus on innovation and effectiveness. “KFC is one of the most iconic and loved brands in Thailand, and we are honoured to continue this journey alongside them. This decision reflects the strength of our talent, our differentiated approach, and our ability to deliver meaningful business outcomes,” Charuvatana shared. “We remain passionate and committed to pushing the boundaries of media innovation to fuel KFC’s continued success in the market.”

Initiative’s appointment as KFC Thailand’s media agency of record takes effect immediately, marking the second competitive win for the IPG Mediabrands network within a week. Initiative is a global media agency that drives business growth for global brands, including Nike, Amazon, LEGO, and T-Mobile.

Just last week, KFC Thailand embraced the internet’s latest Gen Z obsession with its 2025 comeback of the Chizza - the brand’s half-chicken, half-pizza creation. To mark the return of the indulgent menu item, the fast-food chain has introduced its first Italian brainrot character: Chizzalulu Chizzalala.

Brainrot, a surreal AI-driven meme trend, has taken social media by storm with quirky animal-like forms and absurd Italian-sounding names. “Am I fried chicken or pizza?” asks Chizzalulu, embodying the identity crisis of KFC’s iconic Chizza. He joins an eclectic lineup of existing brainrot creations, including Ballerina Cappuccina (ballet dancer + cappuccino) and Tralalero Tralala (shark + Nike sneakers).

KFC and its creative partners, Publicis Thailand and Bananas, have brought Chizzalulu to life through a bizarre origin story, a music video with his brainrot friends, and a digital out-of-home campaign inviting fans to decide: chicken or pizza?

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