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KFC UK&I
KFC: Delivering growth in the face of 40m new competitors.
RAN IN: UK
CLIENT
KFC
Jack Hinchliffe, Marketing Director
Kate Wall, Strategy and Innovation Director
AGENCY
Tatiana Jezierski, Strategist
Pippa Morris, Strategy Director
Neasa McGuinness, Strategy Director
Jack Farrelly, Strategy Director
Mindshare UK
SUMMARY
In April 2020, Covid19 and a national lockdown had left KFC with only 100 of its 900 restaurants open, and the future of the business uncertain. As another 400 restaurants reopened for delivery, comms had to prime customers to come flocking back for a much-needed injection of sales.
This is a paper about holding our nerve in uncertain, unprecedented times. It shows how having confidence in our brand and product, instead of pandering to consumers and convention, helped a brand with only 2% market share and 7% share of voice punch well above its weight, with immediate business effect.
CASE VIDEO
Language: English
