Interesting moves by KFC
KFC, previously known as Kentucky Fried Chicken, has started to launch a number of unique, non-traditional marketing campaigns all focused on changing consumer’s current brand perceptions. These smaller campaigns are happening around the same time as KFC’s announcement to renovate 50 stores nationwide. According to KFC, the first store will open up in the company’s hometown of Louisville, KY and it will look, smell and feel different to consumers.
The first non-traditional marketing tactic done by KFC was an effort to give back to the city of Louisville. The company offered to fill potholes in exchange for free advertising space. KFC, once given clearance, dressed individuals up in the Colonel’s outfit and sent him out to fix the city. Once a pothole was filled in the company would mark the pothole with the words “Refreshed by KFC” in a non-permanent street chalk. KFC chose the word refreshed in order to remind consumers that the chain uses only fresh chicken that is shipped weekly to its stores; but the brand did not stop in Louisville. The chain has offered up the service to a number of U.S. mayors throughout the country. So far, KFC has gotten mixed reviews on these public service-related marketing efforts. Some individuals think that it’s great someone is taking care of the potholes, while others think it’s just another way advertisers are trying to interrupt their lives. No matter what, KFC has people talking about their brand.
The next marketing tactic from KFC came to my attention this past Monday. I was in the city of Boston for the Marathon on Marathon Monday, as it is more commonly referred to. It is always an outstanding day in the city of Boston. There is a certain buzz in the air as individuals from all over the world come to watch or participate in the world’s oldest marathon. The Boston Marathon turned 113 years old this Monday and KFC saw it as a unique opportunity to get this brand in front of consumer’s eyes while they were on the move.
As I was on my way to the Red Sox game, my friends and I saw about 15 people dressed up as Colonel Saunders walking around Fenway Park and passing out flyers saying “unthink what you thought about KFC”. It was around 10:40 am but the city was filled with individuals heading to the 11:05 am game who were all willing and ready to take pictures with the Colonels. This particular buzz campaign was to help get the word out that on next Monday, April 27, KFC is offering everyone in America a free piece of their new “grilled” chicken. Yes, grilled chicken. The most famous fried chicken company in the world is offering consumers free grilled chicken in an effort to change consumer’s perceptions regarding the healthiness of KFC. As Americans continue to become increasingly more health conscious, companies must react to their behaviors. In addition to the buzz campaign, KFC has launched a mircosite around the new grilled chicken titled www.unthinkkfc.com.
KFC has launched three new marketing campaigns all focused on changing consumer’s perceptions of KFC. First, they want to update the look and feel of their store. Second, they want to be recognized as having fresh food and third, they want to be viewed as a healthier fast-food option. These are all great brand attributes to have if you’re in the business of fast food. I think it’s great that the company selected the word “unthink”. They are truly asking consumers to change and stop the way they think about their brand. KFC is not trying to refresh their brand image; they are trying to alter it. They understand that their current course of business is not one that is going to be able to continue to grow and they are reacting to consumer’s demands. They understand that consumers want more for less, want healthier options all while seeking instant gratification.
Tags: Chicken, KFC, Non-traditional marketing
