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KFC U.S. on Thursday selected MullenLowe its new creative agency of record. The Boston-based advertising and marketing firm will become the chicken chain’s strategic and creative lead agency of record effective immediately.
The Louisville, Ky.-based chain said in September that it had started a review of its agencies for its lead creative spot. The company said it chose MullenLowe as its new partner because of its orientation toward digital and social communication.
“They understand the consumer, the consumer’s needs and how to shift consumer behavior,” Nick Chavez, chief marketing officer for KFC U.S., said in a statement.
MullenLowe joins an integrated agency team that includes Spark Foundry, which focuses on media planning and buying, the public relations firm Edelman, the digital firm Basic and the multicultural creative firm Nimbus.
KFC has been an aggressive marketer in recent years, using a series of innovative campaigns designed to get attention, such as the Colonel Sanders bearskin rug and a series of ads using different celebrities to play the role of the chain’s famous founder. The effort has helped the brand’s domestic operations recover after years of challenges. Its same-store sales have increased for eight straight years and rose 12% on a two-year basis in the fourth quarter ended Dec. 31.
“KFC has created some of the most iconic creative that the world has ever seen,” Kelly Fredrickson, president of MullenLowe Boston, said in a statement. “At every stage of the process our aim was to get better and smarter. This win is a fantastic endorsem*nt of the team’s ability to dig deep into the customer culture and to participate in the conversations they are having with each other to truly drive behavior change.”
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Restaurant Business Editor-in-Chief Jonathan Maze is a longtime industry journalist who writes about restaurant finance, mergers and acquisitions and the economy, with a particular focus on quick-service restaurants.
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FAQs
KFC has mostly utilized the push and pull strategy, whereby it has managed to draw customers towards its products. It is famous for its company jingle, 'finger licking good. ' They use it to create an impact on their customers and inform them of the product that they are selling.
Who is the KFC advertising agency? ›
KFC has named MullenLowe as its U.S creative agency of record following a hotly-contested review that began in September. KFC's account value is worth $20 million which means it is a giant win for MullenLowe Group. KFC U.S. announced last year that it had begun a review of agencies for its lead creative spot.
What marketing strategies does KFC use? ›
The KFC marketing strategy primarily includes SEO, content marketing, email marketing, social media marketing, and video marketing. However, the company pays special attention to social media marketing and uses the most popular digital marketing platforms to highlight its price and customer satisfaction.
What is KFC's unique selling point? ›
KFC's unique selling proposition is its unique blend of 11 herbs and spices. The company's branding emphasized the fact that its chicken is made with a special recipe that makes it taste better than other fast food chicken.
How did KFC use creative thinking to generate an entrepreneurial opportunity? ›
Along with agency partners Mother London, the brand has delivered some brilliant work by embracing the culture of their category, and not being afraid to poke fun at themselves or others. They've created fake health influencers to launch 'dirty' burgers. They've pointed out cheap imitations in a 'mafia' themed spot.
What is KFC main goal? ›
As a global company that serves millions of consumers at 55,000 restaurants across 155 countries and territories, we aim to make the world better by acting responsibly with respect to food, planet and people.
How does KFC use advertising? ›
The majority of advertising is done in newspapers, magazines, billboards, and television ads. In addition to other cricket games, KFC has sponsored the Australian Big Bash League (BBL). KFC advertises using the slogan "Its Finger-Lickin' Delicious" to persuade customers of the quality of its delectable food offerings.
When did KFC start advertising? ›
KFC has been an extensive advertiser since the establishment of the first franchise in 1952. Founder Harland Sanders initially developed his "Colonel" persona as a low-cost marketing tool. The Colonel's image is still used extensively in the chain's advertising.
Do KFC use agencies? ›
KFC marketing director Kate Wall says: “We're thrilled to be partnering with Uncovered – they seriously impressed us with a new content strategy that will supercharge our presence on social.
What makes KFC so successful? ›
KFC tends to be cooking their food served to the consumers unlike what other QSR does. Other QSR tend to be serving meals cooked in a central kitchen, frozen and then reheat for the consumer. KFC on the other hand are making the food which tends to be more quality than their competitors.
The 4Ps of KFC's marketing mix are product, promotion, price, and place tactics. As a result, we can conclude that a marketing mix is a tool that aids us in a deeper understanding of a company and its impact. These KFC marketing mix-based business techniques aid the brand's success.
What is the slogan of KFC? ›
KFC's 'It's Finger Lickin' Good' was created off the cuff by a restaurant manager in the 1950s. Harland Sanders, the founder of KFC, ran a service station in Corbin, Kentucky in the 1930s, making food for hungry travellers.
How does KFC have a competitive advantage? ›
Simply, they have a brand name that is well-known. The brand name Kentucky Fried Chicken, "Colonel Sanders" and KFC are all connected to them. Lastly, their geographical distribution and uniformity of product ensures that consumers get the same experience regardless of where you live.
What strategies does KFC use to protect the environment and human health? ›
We've also teamed up with FareShare to redistribute surplus food from our restaurants to people most in need and to prevent it from going to waste. Our food waste is also collected for recycling and nearly all our used cooking oil is converted into biodiesel. We're making great progress with our packaging.
What is the skimming strategy of KFC? ›
Therefore, KFC used price skimming and market penetration technique. This means that when their competitors entered the market, KFC reduced the price a lot, and while introducing new products, KFC kept the prices to a minimum compared to the later stages.
What is KFC innovation? ›
Innovation at KFC did not stop with the Original Recipe. The introduction of new menu items, like the famous bucket meal and the Zinger chicken sandwich, kept the brand relevant. KFC's ability to adapt its menu to local tastes has been key to its international success.
