KFC is the latest brand to appear in a behind-the-scenes TV documentary with the release of BBC’s “Billion Dollar Chicken Shop” series, following in the footsteps of similar moves by Greggs and Iceland. While these series expose a brand to a certain level of risk, they are ultimately proving to be effective pieces of content marketing.
Last week, AG Barr CEO Robert White said that for the first time the water category has overtaken cola to become the largest single category in the soft drinks market by volume. Days after, the latest Britvic Soft Drinks Report showed that cola sales were down for the first time in 2014 as consumers looked to water. However, this does not mean the end of cola – instead, it underlines changing consumer attitudes amid growing health and sugar concerns.