KFC: The Godfather of Fried Chicken

KFC, a fast-food chain, launched a campaign in the UK to win back penetration and use the competition that the brand inspired to establish KFC as the UK's #1 chicken shop.

Campaign details

Brand: KFC UK&I Agency: Mother London

Executive Summary

If there's one thing we've all learned from watching mob movies, it's that respect is of the utmost importance.

Perhaps that's why our position in 2018 was so humiliating; legendary chicken brand KFC playing second fiddle to McDonalds, while losing sales and share to cheaper competitors. With rising costs pushing up our prices, we needed to win back customers convince them we were worth paying more for.