KFC – Fresh chicken, fresh users, fresh growth
Principal Author: Jude Lowson – BBH
Contributing Authors: Ed Booty – BBH; Vishal Patel and Paul Dyson – Data2Decisions
In a tough, competitive environment and the depths of UK recession, KFC needed to tackle head-on the barriers to consumption amongst its occasional customer base and non-users. In 2009, following three years of growth driven by taste-centric communications, KFC faced challenging sales targets. To meet these, KFC decided to attract a wider audience who were currently not visiting because of concerns about the quality of KFC's food. In order to build...