KFC launches stories about self acceptance as it changes the way consumers see the brand

March 30, 2016 9:43

Just a few weeks ago KFC launched its first ever branding campaign starring a duck. The world’s second largest fast food chain has looked back in time to find the future of its marketing. Chief marketing officer Nikki Lawson reveals the journey the brand has taken to connect with a new generation of consumers.

In January, TV viewers were treated to a new style of KFC ad. Not a piece of fried chicken was in sight – indeed the ad starred a superannuated duck riding a skateboard – but the ad reflected a new freedom for the brand that has been granted globally but is being tested locally.

KFC chief marketing officer, Nikki Lawson, said the journey began in the US where KFC’s president realised it was time to shake up what the brand stood for.

“It’s been a wonderful story both locally and internationally and I do think there is a couple of key things that have happened in the brand and some of them are local and international,” Lawson told Mumbrella.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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