KFC - In Search of Soul

Alistair Green

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 brand values and associations extrinsic to the product to put the difference back in. This has made it difficult to satisfy the requirements of hard sell while at the same time communicating an emotional brand message. Consequently, many retail brands segment their product and brand communication. However, KFC did not have that option – market leader McDonald's was outspending them...

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