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...