KFC 'The Colonel Lived So We Could Chicken' ​

The KFC U.S. team came to us with a brutally honest brief: We’re irrelevant, inconsistent, and invisible. HELP! So, we hit the road - 10 states, countless drive thrus, and a whole lot of chicken talk later, we uncovered the real problem: people didn’t crave KFC anymore. They didn’t think it tasted good. 

 

So we brought KFC back to its roots. We reintroduced Colonel Sanders not as a mascot, but as a mad founder -  a dreamer obsessed with making the world’s best fried chicken. 

 

Issue: People saw KFC as inconsistent, outdated, and worst of all, not tasty.

Insight: The issue wasn’t the chicken — it was the story. Over time, the Colonel had turned into a costume, not a founder. 

Idea: The Colonel Lived So We Could Chicken - The world didn’t need a mascot. It needed to meet the mad genius who made KFC worth craving.

Impact: App sign ups spiked 5X above average, Over $20 million in digital sales (biggest digital sales week in KFC history), 3.8+ billion earned media impressions