KFC
The Situation: The Colonel was famously the sole star of KFC’s previous campaigns. While the advertising was as iconic as the founder, it unintendedly created a disconnect with younger consumers. KFC’s sales started to decline as a result. To fix this, KFC needed a new platform that younger generations could see themselves in.
The Insight: When younger generations are eating something they truly enjoy, nothing else matters. Manners go out the window and they don’t care what they look like. They’re a generation who will publicly and proudly lick their fingers to get the remaining flavors they love. This proved that KFC’s iconic tagline was under-leveraged. “Finger lickin’ good” had always just been used as an attribute, but to younger generations it represented the relatable, “give zero fucks” attitude they demonstrated while unapologetically enjoying KFC.
The Strategy / Brief: Elevate “finger lickin’ good” from just an attribute to an attitude that champions the unapologetic ways younger generations enjoy KFC.
The Idea: That’s Finger Lickin’ Good.
The Results: Younger generations started relating to KFC and craving their chicken again. Millennial’s consideration of KFC rose by 6%, their recommendations of KFC rose by 8%, and seeing KFC “as a place I’m proud to eat at” rose by 13%. Best of all, visitation to KFCs by millennials went up by 13%, completely reversing the sales decline.
Awards: 2023 Effies: 2x Shortlist
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Agency: MullenLowe
Role: Group Strategy Director
Year: 2022
KFC campaign case study
Campaign launch work
Some of my favorite finger lickin’ good spots: