KFC - In Search of Soul

Describes a branding campaign for Kentucky Fried Chicken (KFC). KFC had a unique benefit: all KFC products were 100% real, whole chicken, unlike competitors' products which were mostly processed and reconstituted.
Agency: Bartle Bogle HegartyAuthor: Alistair Green

Kentucky Fried Chicken – In Search of Soul

IN SEARCH OF SOUL

Retail communication has always been a challenge for planning. As product offerings have become less differentiated, planning has attached...