KFC Corp.: Chicken Capital Usa campaign

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing campaign called Chicken Capital USA, featuring the ‘Fried with Pride’ tagline.

KFC Corp.: Chicken Capital Usa campaign

Rayna Bailey

OVERVIEW

Despite 50 years of selling "finger lickin' good" fried chicken, Kentucky Fried Chicken in the early 1990s Corp. decided to change with the times. Besides changing its menu...