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...