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If you’re craving fried chicken but haven’t looked at KFC recently, you’re not alone. Today, Kentucky Fried Chicken has announced what is called the Kentucky Fried Comeback.
“By listening to our customers and working on feedback, we regain the rightful place for the fried chicken game we started,” said Katherine Tan Gillespie, president of KFC US.
The campaign features improved marketing strategies, including Colonel Sanders (Wrestle’s Wrestle, more scowls, etc.), as he takes chicken seriously, as he is serious about it. The Colonel is also back in brand ads.
Is it a little gimmick? perhaps. However, KFC faces real competition in chicken spaces.
According to recent data from QSR Magazine, KFC has lost its position as top candidates like Chick-Fil-A and Popeyes. KFC was the last one to appear, as it ranks from worst to best in Food Republic’s 12 fried chicken chains.
It is unclear how much these rankings affected the campaign, but KFC CEOs have not ignored them. “We’re very familiar with the latest fried chicken rankings. I launched a bold Kentucky Fried Comeback and was fired to remind America exactly.”
At the heart of the campaign is a free chicken bucket with a $15 purchase through the KFC app (requires a KFC Rewards membership). For more information, see the KFC website under the “Free Bucket-On USA” campaign.
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