Agency: Bartle Bogle Hegarty | Author: Alistair Green |
Kentucky Fried Chicken – In Search of Soul
IN SEARCH OF SOUL
Retail communication has always been a challenge for planning. As product offerings have become less differentiated, planning has attached brand values and associations extrinsic to the product to put the difference back in. This has made it difficult to satisfy the requirements of hard sell while at the same time communicating an emotional brand message. Consequently, many retail brands segment their product and brand communication. However, KFC did not have that option – market leader McDonald's was outspending them...