Even with Music from Pull, the Colonel Ain't Smiling
Pull and Highdive usher in the comeback era for KFC.
KFC has contended with a period of U.S. sales declines even as offerings that land in its wheelhouse, such as fried chicken sandwiches, remain highly in demand among fast-food diners. The brand’s founder-turned-mascot isn’t happy about the loss of market share and is again in the spotlight as KFC tries to usher in what it is billing as a “comeback era.”
The latest marketing from the chain via Highdive takes a bold approach to transparency, committing to righting the ship by flipping Colonel Sanders’ usually cheery disposition into a stern one, including on store signage and out-of-home ads. Sanders has played a less prominent role in KFC’s consumer-facing strategy in recent years but prior iterations of the character, often portrayed by a rotating cast of celebrities, have been well-received.
The larger campaign, with music by Pull which is titled “The Colonel Lived So We Could Chicken” and carries a significant media investment, was inspired by QSR research that showed consumers view Sanders as a cultural icon and resonate with a founder story they see as “inherently American.” Despite perceiving KFC as outdated and carrying bland food, 90% of non-customer respondents stated they had positive feelings toward the brand.
