KFC: Humility over Heroics – A story of collective chicken courage

KFC, the fast food brand, remedied its negative brand perception in the UK after the chicken shortage crisis and promoted its new fries by bringing back its iconic figurehead and promoting its haters' words on Twitter.

Executive Summary

In 2018, KFC was faced with the biggest crisis of its history.

Overnight hundreds of stores across the country ran out of stock and were forced to close their doors. Leaving the business and brand at risk of collapse.

In a time of crisis, disagreement and division are often rife. But in KFC's case, the reality couldn't have been any more different.

From adversity, we came back strong. Driven by a way of working that saw the whole business pull together at a time of need.

This paper is about a legacy that was created off the back...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands