KFC: FCK

KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.

Campaign details

Advertiser: Yum! BrandsBrand: KFCAgency: Mother LondonCountry: United Kingdom

Objectives

Business objective: Get sales back to pre-crisis levels before the end of 2018

  • KPI: Value sales vs. pre-crisis

Marketing objective: Recover the loss of customers due to the crisis before the end of 2018

  • KPI: Penetration vs. pre-crisis

Brand objective: Boost brand perception that had been damaged as a result of the crisis

  • Brand image KPIs: Impression, reputation, satisfaction

Comms objective: Generate positive buzz and conversation around the KFC brand

  • KPIs: Attention, buzz, shares, comments, mentions

Creative work

There were four key...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands