KFC: Finger lickin' good
SNAPSHOT
A powerful combination of product development and inspired marketing that was true to the brand restored KFC's fortunes on the high street.
KEY INSIGHTS
Afresh business strategy, rigorously implemented through all aspects of marketing, transformed the KFC brand from sharp decline to category-beating growth.
The strategy was based on the courageous decision to buck the trend among fast food outlets to talk about their 'healthy' options and instead stress the great product taste.
This was accompanied by cleverly-timed new product development to reach both key target audiences of young people and families at the same...