- KFC is looking to make a comeback, and it’s serious about it. The brand is re-emphasizing its Original Recipe fried chicken with a “Free Bucket On Us” promo, a limited-edition new product intro and a refreshed marketing campaign that moves the famous Colonel Sanders from smiling to serious.
- The effort comes as the so-called “chicken wars” heat up, with players such as Chick-fil-A and Cane’s stealing market share from KFC as chicken-only QSR purveyors and other chains like McDonald’s, Wendy’s, Burger King and Sonic introducing more chicken-centric items to their menus.
- The turnaround effort is rooted in customer feedback that has led to operational improvements and a renewed focus on taste and customer satisfaction, according to Catherine Tan-Gillespie, president of KFC U.S.
A new commercial depicts company founder Colonel Sanders’s “Obsession” with creating, perfecting and protecting his Original Recipe for fried chicken. The spot tells the “legend” of Sanders waking from a dream that revealed the 11th spice and the revelation to fry the chicken in hot oil under pressure. After several failed attempts (in which pressure cookers blow up), he perfects the recipe (verified by a cameo by celebrity chef and actor Matty Matheson) and processes and patents them both. The remainder of the spot depicts Sanders diligently protecting the recipe in court as the chain expands. The spot ends with the line, “The Colonel lived so we could Chicken,” and includes the chain’s long-running tagline, “It’s finger lickin’ good.”
Along with the new commercial, Colonel Sanders’s visage has been altered in the brand’s marketing materials. Gone is the smiling and cheerful man in bowtie and glasses, instead replaced with a more serious version who will appear on in-store signage and on bullboards. The brand will also shift its tone on social media to be more social media.
“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,” Tan-Gillespie said in a statement. “By listening to our customers and addressing feedback, we’ll reclaim our rightful place in the fried chicken game we started. Come back and give us a shot—your first bucket’s on us.”
“The Colonel would not be happy about our market share, and we’re serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken. We won’t smile until our customers do,” Tan-Gillespie added.
Along with the new marketing materials, KFC is encouraging consumers to re-try the product with a “Free Bucket On Us” promotion, offering a free bucket of its Original Recipe chicken with every $15 order made through the brand’s app. The company has also added a new menu item – fried pickles, along with a new Comeback Sauce or ranch.
