KFC is tuning into the needs of its consumers, new and old. The brand’s latest marketing campaign and product launch reflect a fusion of changing industry demands and decades-old tradition.
“#HowDoYouKFC is really a movement,” says Rick Maynard, senior manager of public relations, about the chicken chain’s campaign. “It’s about the brand’s evolution and making it more relevant for consumers today.”
The consumer-centric marketing strategy aims to celebrate the connection loyal fans have to the brand that’s been around for more than 80 years. TV spots feature improv actors as customers and mirror user-generated content as they are filmed on iPhone cameras. KFC also launched a series of short films, such as one featuring X Games gold medalist Bryce Hudson doing a back flip on a motorcycle while eating fried chicken. Read More