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KFC
Project Type
Brand Relaunch
Date
July 2015
How do you turnaround a $5B brand with 75 years of heritage in the face of growing competition? You go back to the core of the brand – what makes you truly special – and you bring it to life in an unexpected, breakthrough manner.
We leaned into the notion of preparing food "The Hard Way" without cutting corners. And we brought back the voice of Colonel Sanders - the ultimate showman - leveraging a rotating cast of celebrities to keep things fresh.
We didn't stop there however. We reimagined every touchpoint of the business from the food, to store design, to packaging and culture so that our fans could truly experience the brand holistically. And it required the buy-in from everyone - our team, restaurant teams, and franchisee partners - to get there.
Following this work, the brand experienced 12 quarters of same store sales growth and perhaps more importantly, returned to relevancy with today's consumers.
