KFC: ‘The Right Way’ to rebuild a brand

KFC, a fast food brand, introduced a new strategic platform, 'the right way' in the UK which helped tackle PR crises and celebrate the great things about the brand with honest messaging to improve brand perception.

Campaign details

Brand: KFCAdvertiser: Yum! BrandsEntrant: Mother / MindshareCategory: Single MarketPrincipal authors: Tatiana Jezierski, Mother; Neasa McGuinness, Mother; Justin Clouder, Mindshare; Jack Farrelly, MotherContributing authors: Kieran Bradshaw, Mother; David Hartley, Accelero; Jack Hinchliffe, KFC UK & Ireland; Amy Binns, KFC UK & Ireland; Chris Gallery, Mother; John O'Gorman, Mindshare

Summary

KFC had an iconic product and endline, but a brand and business in stagnation. This paper details how the UK marketing team and agencies created a new strategic platform and communications approach, to fuel a much-needed business transformation. From 2017...

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