Kentucky Fried Chicken – Finger Lickin’ Good results: how celebrating taste reversed the fortunes of KFC

Jude Lowson, Ed Booty, Debbie Williams, Paul Dyson, Vishal Patel and Patricia McDonald

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating.
Agency: BBHAuthors: 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...

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