Summary

In 2005, as health concerns mounted among the general public, KFC was losing penetration, sales and market share, so the communications task was to bring lapsed users back to the brand. The appealing solution would have been to present KFC as new, improved and healthier. Instead, counterintuitively, it was decided that consumers should be reminded of the irresistible taste of KFC. As a result of this strategy, its fortunes turned around almost immediately, with sales and share value returning to growth. Using a combination of measures, the campaign demonstrated that advertising is a key driver of recovery, generating £328.05 million in incremental sales and payback of £4.30 incremental profit for every £1 spent.

Judge’s comment

This paper shows how a high-risk strategy, alongside a back-to-basics philosophy, produced excellent results. KFC decided to focus on ideas of indulgence and the convenience of its product, which was a very brave decision considering the social concerns at the time over healthy eating. A great case of simplicity and clear strategy.

Dan Cobley, marketing director, UK, Ireland and Benelux, Google