Agency: BBH | Authors: Jude Lowson, Ed Booty, Debbie Williams, Paul Dyson, Vishal Patel and Patricia McDonald |
Kentucky Fried Chicken – Finger Lickin' Good results: how celebrating taste reversed the fortunes of KFC
INTRODUCTION
This is the story of a dramatic revival in the fortunes of one of the nation's best known fast food brands. It is a revival against all the odds, and a revival achieved by going against every received wisdom in the category.
In 2005 things looked bleak for KFC. The 'health agenda' reached critical mass, with relentless media commentary around child obesity and the 'Fast...