KFC brand director leaves for new job

KFC brand director Matthew Critchley is leaving the fast food chain at the end of this week. It is understood that he found another role but has yet to announce details.

Critchley, a former account manager at ad agency Bates UK, joined KFC UK in October 2004 with a brief to oversee advertising and media. It is not clear if he will be replaced.

A company spokeswoman says that during his tenure Critchley has been “increasing advertising efficiency, improving return on investment and extending the media mix to improve reach and extend coverage”.

As well as being responsible for KFC dinner sales, which are growing for the first time in three years, Critchley also introduced several new products to the core menu including the Boneless Box and the Daddy Burger.

Last year KFC’s agency Bartle Bogle Hegarty created the infamous “Call Centre” ad, which became one of the most complained about in UK TV history, with 1,671 complaints from people offended by the actors singing with their mouths full. Despite the criticism, it escaped a ban from the Advertising Standards Authority.

Critchley’s departure comes a year after marketing director Claire Harrison Church left the chain without a job to go to (MW October 20). She has since joined Boots as category marketing director last month. Harrison Church was replaced at KFC by Jenelle Tilling.


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