How KFC grew market share by respecting its rivals

KFC, the quick service restaurant (QSR) chain, drew inspiration from mafia movie “The Godfather” in a campaign that treated imitation brands with respect while affirming the superiority of its own fried chicken.

Background

• KFC was the UK’s second favourite quick service restaurant, and its market share was one third the size of that held by McDonald’s. 
• The brand was also losing share to cheaper, independent competitors. 
• To elevate itself above the competition, KFC knew that it didn’t need to dominate the entire QSR category; it just needed to be top of the fried chicken vertical. 
• However, many of KFC’s competitors had been directly inspired by the chicken brand and were overtly imitating it.

Campaign

• The campaign drew a parallel between KFC’s founder, the Colonel, and Vito Corleone from the mob film “The Godfather”, who places great emphasis on respect.
• KFC launched a film in which the Colonel drives through the UK’s chicken-shop-lined streets in a red vintage car to the backdrop of the “Godfather” theme, inspiring awe and reverence from those he passes.
• The film’s voiceover muses over the number of imitators out there as the Colonel passes them before he arrives at KFC for superior fried chicken. 

Results

• KFC increased penetration by 6.3%, reversing a two-year downward trend, and increased the average transaction value by 3%. 
• The campaign increased KFC’s market share by 6.2%.
• The work won Gold in the 2021 APG Creative Strategy Awards.