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KFC UK & Ireland
The Right Way to build a brand
RAN IN: United Kingdom
AGENCY
Jack Farrelly, Strategy Director
Neasa McGuinness, Strategy Director
Aman Mundra, Strategist
Tatiana Jezierski, Strategy Director
Mother London
Jack Farrelly, Strategy Director
Neasa McGuinness, Strategy Director
Aman Mundra, Strategist
Tatiana Jezierski, Strategy Director
Mindshare UK
Justin Clouder, Strategy Partner
Jessica May, Business Director
SUMMARY
KFC had an iconic product and endline, but it was a business and brand in stagnation. This paper shows how the marketing team and agencies created a new strategic platform and communications approach, to fuel a sustained growth. From 2017-2021, “The Right Way” was a north star for the entire business, delivering a brand turnaround (positive brand impression for the first time ever), accelerating revenue growth to over £1bn, and overcoming two of the biggest crises in the business’ history, all on an ROI of £3.81.
CASE VIDEO
Language: English
