The KFC double down – From Fast Food Baddie to Cult Icon Mother

KFC, a fast food restaurant chain, created the most successful launch of Double Down in any market, by promoting it as something exclusive with the "if you can't beat it, double it" messaging in the UK.

Campaign details

Brand: KFCClient: Yum! BrandsAgency: Mother London

Summary

This is a paper about how KFC reframed the Ultimate Fast Food Baddie.

It's about finding pride in the product.

It's about knowing what customers really want.

It's about owning and orchestrating a powerful first impression.

It's about not accepting an artificial division between things that sell and things that sell the brand.

Most of all it's about strategy taking on a seemingly impossible challenge with optimism and an open mind.

This is the story of how KFC created the most successful launch of...

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