KFC: The forgotten P

KFC, a quick-service restaurant, created a new daily promotion for the Twister Wrap in the UK to grow share of lunch purchases, drive sales of the wrap and reverse the brand's declining value perceptions.

KFC: The Forgotten P

This is the story of how price, the forgotten P of the marketing mix, was the boldest, bravest and most creative answer to KFC's business problem.

In 2022, lunch was KFC's biggest opportunity for growth. However, their value perceptions had been declining for two years which was holding them back at lunch time. We had a lunch offer to help us tackle this, the Twister Wrap of the Day for £1.99. The problem was, it's the same offer as our biggest competitor, who were already famous for it.

We needed a competitive edge.

People were feeling...

WARC subscribers can sign in to keep reading

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