KFC is bringing Colonel Sanders back into the spotlight with a more serious tone as part of a comprehensive marketing initiative aimed at revitalizing the brand after a decline in U.S. sales. The new campaign, which includes a notable advertisement titled “Obsession,” showcases the meticulous process behind the iconic 11 herbs and spices recipe and the unique chicken-frying technique that have defined KFC. The ad features celebrity chef Matty Matheson, star of “The Bear,” and captures a gritty narrative style that resonates with contemporary culinary storytelling.
The advertising campaign has also seen a redesign of KFC’s logo, with the Colonel depicted sporting a scowl to reflect his discontent with the chain’s recent market struggles. This shift back to a more narrative-driven advertising approach reestablishes Sanders as a “chefpreneur” who faced formidable challenges, including mishaps with fryers and competitor conflicts, all of which add depth to his character.
KFC’s efforts come at a time when the demand for fried chicken remains strong, yet the brand has faced increased competition from rivals such as Raising Cane’s and Chick-fil-A, leading to a drop in sales. The latest push emphasizes transparency and a commitment to regaining customer trust, which has seen some positive engagement from consumers; 90% of non-customers still hold favorable views of KFC.
As part of its proactive strategy, KFC launched the “Free Bucket On Us” digital promotion that offers a complimentary bucket of chicken with orders over $15. This move is designed to encourage customer feedback as the company navigates its comeback. Additionally, KFC is introducing trendy menu items like fried pickles to appeal to younger consumers.
Catherine Tan-Gillespie, KFC’s U.S. President, expressed optimism about the future, emphasizing the need for the brand to earn back its customers’ trust and comparing it to giving a past relationship another chance. The campaign, which carries a large media investment, reflects KFC’s awareness of consumer sentiments and aims to rehabilitate its image as a culturally significant, yet modern, brand.
This revitalization effort is not just a marketing tactic; it represents KFC’s desire to connect authentically with its customers while embracing contemporary culinary trends. As the summer season approaches, the brand aims to capitalize on the increased foot traffic in dining venues with its new initiatives, setting a hopeful tone for what is being dubbed as a potential “Kentucky Fried Comeback.”