Campaign details
Brand: KFCClient: Yum! BrandsAgency: Mother London
Summary
You are KFC and your fries are getting abused online for their failings. Yet the new, tastier fries you've been trialing are getting a negative response from your loyal fans who simply hated change.
What do you do?
Risk alienating your loyal customers with your new fries or risk preventing growth through penetration by sticking to the old ones?
You do neither.
This is a paper about how we looked to smooth the introduction of KFC's new fries by negatively positioning its old ones. Creating...