How KFC used the cinema experience to combat negative brand perceptions

KFC tailored ad content to the feature film being viewed by cinema-goers, in an effort to challenge the way UK consumers viewed its brand.

KFC has endured some tricky moments in the UK in recent times, not least in 2018, when the fast food brand’s distribution network failed, forcing restaurants to close. For the company’s marketing team, however, aside from this occasional spot of crisis management, the primary focus has been on tackling more stubborn brand perception concerns.

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