We brought back KFC
to the collective imaginary.
A Brand Platform project that has transformed a forgotten brand into a Love Brand.
The KFC’s main challenge was to be trendy again. Increasing its visibility was essential to be relevant in a very saturated market where other brands have higher communication budgets and more restaurants
The creation of the new KFC strategic platform goes from a previous and exhaustive analysis to get to know very well the brand idiosyncrasy in Spain, the target’s particularities, its behaviour towards other sector brands and its relationship with the category. We also analysed the tendencies pf the fast food market and consumption habits.
After a couple of work sessions with KFC’s team where basic strategic lines and new communication territories were defined, we created a new concept, tone and a territory that went beyond the conventional communication channels.
There was a cultural reality: in Spain, when something is really good, it is said twice. That is the reason why KFC doesn’t have “pollo” but “Pollo Pollo”. This concept was translated into a new claim: “Pollo Pollo is made in Kentucky”