K - L: Kentucky Fried Chicken

 

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating. As a result, the brand was losing penetration, s ...

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

Describes a branding campaign for Kentucky Fried Chicken (KFC). KFC had a unique benefit: all KFC products were 100% real, whole chicken, unlike competitors' products which were mostly processed and r ...

Campaign in America to revitalise an old brand, Kentucky Fried Chicken. Market had changed and image of product and service had suffered (reasons discussed: KCF is a retail establishment run through f ...

Young & Rubicam successfully repositioned Kentucky Fried Chicken in the early 1980s. It looked at the type of market, the role of advertising, the target consumer, and their current beliefs and feelin ...