Client: Yum! Brands
Agency: Mother London
A chicken restaurant without any chicken. It's not ideal. A crisis without a response strategy, even less ideal.
You may have seen our advertising response to the KFC chicken shortage, but this paper is about much more than that.
It's a story of how strategy mapped a whole year's response to a major brand crisis, leading to ground breaking creative work that was seen across the world, and a return to business - not just as usual but better than usual.
At a time when most brands would be totally side-tracked with putting out fires, strategy might seem like an unnecessary time-consuming detour.
However for KFC, our strategic thinking helped the brand keep it's head. It helped the brand find it's voice. And it helped the brand come back with a bang, long after the crisis headlines had faded.