Evolve the brand’s marketing in an effort to build more credibility and affinity with younger, more diverse audiences. Our approach was to target younger and more diverse consumers by:

• Integrating KFC into culture authentically through strategic partnerships (i.e. Jack Harlow) to connect the brand with a more diverse audience to amplify our key messaging in places that KFC would not traditionally be welcomed in.

• Utilizing culture-based storytelling to bring the brand partnership to life

• Updating brand elements to look/feel more modern and better appeal to their target audience

What

KFC’s menu is more than chicken on the bone and KFC needed to resonate with younger and diverse consumers.

How

By continuing to make cultural deposits;

By KFC showing up in culturally rich spaces and places;

Through influencers/celebrities with a menu that’s equally as relevant (sandwiches, tenders, young family meals)

Which

Increased consideration for KFC amongst young and diverse consumers

Increased brand resonance for consumers

Increased sales

Amongst the competitive set, we’ve seen flurries of ideas, announcements & the appointing of fancy “job” titles for the new celebrity in the building. However, for most the thread that connects the talent, the BIG idea & the company is often missing.

For KFC, this wasn’t just a fancy job title or an overly worded press release –

it was the beginning of a new era, in partnership with Jack Harlow. By developing a “WORLD FAMOUS” creative layer and framework designed to inherently bring people together and take the brand to places we’ve only dreamed of before.

It gave KFC an all-access backstage “pass” – and a new found freedom to play in spaces, places, and with people who are culturally relevant.

By bringing truly “World Famous” ideas to life, we can create a conduit between the brand and a more diverse, and younger consumer.

Timeline:

Flight: 8 weeks

Social Partners: Meta, Twitter

Video Partners: BET, CW TV, Hulu, NFL, and CBS

Social Placements: FB & IG In-Feed, IG Stories, Twitter Static

The Jack-Druski asset served 3,150,868 impressions total across all channels.