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,...

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