The Re-Colonization of America
KFC
Situation
The 75 year old, $5B brand lost touch with its heritage, lost relevance with its consumers, and lost confidence among its franchisees. AUVs were slipping, restaurants were closing, and the brand’s future was at risk.
Action
Developed a brand positioning that brought the Colonel’s values to life, transitioned agency partners to execute that vision through a range of celebrity Colonel’s, and led the roll-out of the revised brand across all restaurant touchpoints.
Results
Multiple years of positive same store sales, an engaged franchise base focused on growth, AdAge Campaign of the Year, and a brand that could no longer be igon
