KFC: The Colonel strikes back – 6 years of taking on the Empire

KFC, a quick-service restaurant, took inspiration from Han Solo in Star Wars for its six-year campaign in the UK to rebuild the brand for the long-term, whilst also driving much-needed revenue in the short-term to fund the broader transformation of the business.

Summary

A long time ago, in a pitch room far, far away, KFC came to Mother with an iconic product, but a business in decline and a brand that was holding them back. This is the story of how our new strategic approach turned around 10 years of stagnation, took the fight to category behemoth McDonald's, and created a brand with a genuine role in British culture. To do it, we focused on solving the tangible challenges the brand faced in an unmistakably KFC way. Strategy was at the heart of the process, not only identifying the critical challenges but...

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