Neuroscience, emotion and a controversial documentary: Inside KFC's new marketing strategy

This event report looks at how fast food brand KFC revamped its image in the UK with a new marketing strategy that embraced neuroscience, store redesign and a high-risk documentary.

Neuroscience, emotion and a controversial documentary: Inside KFC's new marketing strategy

Joseph CliftWarc

The fast food restaurant sector is crowded and competitive, with established players competing on price and product innovation, while defending themselves against a toughening regulatory environment and new, smaller, entrants.

In an attempt to cut through this clutter, one of the UK's larger chains, KFC, has recently pursued a distinctive marketing and communications strategy of new emotional advertising, store redesigns and even a fly-on-the-wall BBC documentary series that went behind the scenes in restaurants and in head office.

David Timm, KFC's CMO in the UK, discussed...

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