KFC faced an unusual challenge: becoming a superstition among healthcare workers that eating KFC during shifts would attract patients and chaos, creating a taboo in hospital area. "This Is Not KFC" turned myth into a selling point by using a Thai method to dispel curses; to inform holy spirits that things aren’t what they seem — similar to placing a sticker saying "This car is red" on an unlucky bronze car to ward off bad luck. Packaging featured messages like "This Does Not Contain Fried Chicken" paired with talisman-inspired visuals, directly engaging healthcare workers on Doctor’s Day. The campaign gained momentum as healthcare professionals shared their own experiences and conducted "trials" or experiments, with user generated content flooding social media and spark conversation.