Agency: Young & Rubicam New York | Author: Terry Dukes |
KFC
The Animated Colonel Campaign
INTRODUCTION
A brand resting on its laurels is vulnerable
This is the story of how a wellestablished, wellknown brand, Kentucky Fried Chicken, was caught napping by competitors who moved more quickly than it did to capitalize on the changing eating habits of Americans. Since the movement of consumer eating habits was toward greater preference for chickenbased meals, KFC should have had the major business benefit of this trend. However, Quick Service Restaurant chains like McDonald's and Burger King successfully eclipsed KFC because it failed...