‘Pride In Fried’: KFC Australia’s turn-around story

The story of how KFC Australia got its mojo back is anchored in five key principles: be more Kanye, let the heart eat first, acknowledge that no-one cares about your brand, be the weird bird in a room full of pigeons and think like a brand, act like a retailer.

When Annabel Fribence, Group Marketing Director of KFC in Australia, started in her role, she came armed with a plan to fix KFC by introducing healthy menu items but she soon learned the best results would come from embracing the ‘Dirty Bird’. Fribence outlines the five-point plan behind 25 consecutive quarters of sales growth and explains why she has halved her TV spend in recent years.

When Annabel Fribence was headhunted for the role of Marketing Director at KFC Australia, she was reluctant to even consider the position.

“I actually laughed out loud and nearly hung up on the bloke...

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