If you’ve been craving fried chicken but haven’t turned to KFC lately, you’re not alone. Today, Kentucky Fried Chicken announced what it’s calling the Kentucky Fried Comeback—a bold move to win back customers.
“By listening to our customers and addressing their feedback, we’ll reclaim our rightful place in the fried chicken game we started,” said Catherine Tan-Gillespie, President of KFC U.S.
The campaign features a revamped marketing strategy, including a more serious Colonel Sanders—less smile, more scowl—because, as KFC puts it, he’s serious about chicken. The Colonel is also making a return to the brand’s advertising.
Is it a bit gimmicky? Maybe. But KFC is facing real competition in the chicken space.
According to recent data from QSR Magazine, KFC has been losing ground to top contenders like Chick-fil-A and Popeyes. In Food Republic’s ranking of 12 fried chicken chains from worst to best, KFC came in last.
How much these rankings influenced the campaign is unclear, but KFC’s CEO isn’t ignoring them: “We’re well aware of the latest fried chicken rankings, and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are.”
At the heart of the campaign is a major promotion: free buckets of chicken, with a $15 purchase through the KFC app (KFC Rewards membership required). Full details are available on KFC’s website under the “Free Bucket On Us” campaign.
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