Kentucky Fried Chicken

Kathy Lammers, Dir.- Consumer Insights
Michelle Wickham, Manager- Inner City/AA
Gregg Dedrick, Pres.
Scott Bergren, CMO- Mktg. & Food Innovation
James O' Reilly, VP- Brand and Sales Building
Peter Foulds, VP- Advertising

FCB *Lead Agency

Ross McLean/Tom Trenta, VP/ Account Planning Dir.s
Lisa Berg, Sr. Producer
Tom O'Keefe, EVP- Executive Creative Dir.
Rahul Roy, SVP- Group Management Dir.
James Fletcher/ Julio Desir, Sr. Copywriter/VP- Creative Dir.
Liane Gonzalez, Account Dir.

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, "celebrate authentic taste" in a way that formed a connection with African American consumers. Research helped the agency find a powerful insight to connect the brand to the AA consumer. Urban/African Americans feel distinct and authentic because of their connection to the South through their roots, heritage and families. These consumers viewed KFC as having the same sense of connection through its authentic southern heritage and roots. From this came the campaign's driving idea "big city but a little countrifield."