From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
The fast food brand’s UK and Ireland marketing director is set to take on the top marketing job when current CMO Farren departs for Asda.
KFC’s UK and Ireland CMO will take over the chief customer officer role at Asda in October.
KFC’s CMO Meghan Farren admits the fast-food giant lost its way a few years ago leading to a drop in sales, but rather than simply throwing money at advertising the brand dug deeper to get to the root of the problem.
The famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
Ken Muench, who oversees global marketing for KFC and Pizza Hut, says marketers shouldn’t use purpose as a way of defining their brand or marketing it.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.
The CMO of KFC and Pizza Hut’s parent company talks about the value of data and why Yum! Brands is acquiring AI consumer insight firm Kvantum.
Walkers has collaborated with KFC for the latest instalment of its ‘Taste Icons’ campaign after responding to consumer demands, something it admits it hasn’t always acted on in the past.
KFC ignored industry advice to play it safe amid Covid-19 and stuck to an approach that would pull on its brand story.