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KFC
The Return of Colonel Sanders

RAN IN: United States

CLIENT
KFC

Kevin Hochman, CMO
George Felix, Marketing Director, Brand Communications

AGENCY
Wieden+Kennedy *Lead Agency

Eric Baldwin, Creative Director
Karl Lieberman, Creative Director
Jason Kreher, Creative Director
Britton Taylor, Group Strategy Director
Matt Hisamoto, Strategist
Jessica Monsey, Account Director
Jesse Johnson, Account Director


Edelman


MEC Global


Access Emanate


SUMMARY

KFC was once the #1 chicken restaurant in America. But after a decade of declining sales, stores were closing and the brand was no longer on top. With competition stronger than ever, KFC desperately needed a turnaround plan. We led this effort by helping KFC rediscover its soul and by recommitting the brand to everything that made it so special in the first place including its iconic founder, Colonel Sanders. A year in, Kentucky Fried Chicken has made a dramatic comeback, with nine consecutive quarters of same-store sales growth.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Gaming (Interactive/Online);Mobile/Tablet Optimized Website;PACKAGING;PR;PRINT;Custom Publication;RETAIL EXPERIENCE;POP;SOCIAL MEDIA;TV;Branded Content (TV);Spots (TV)

Audience: Millennials

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English