‘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’....