KFC on entering the 'next chapter' of its brand journey to reach ...

The brand is launching its “biggest-ever” campaign with the goal of driving sales and reaffirming its status as an “iconic” UK brand.

KFC is entering the “next chapter” of its brand journey as it looks to reaffirm its appeal among young consumers, says marketing director Kate Wall, as it launches its biggest-ever brand platform.

The chicken restaurant chain is building on several years of effective creativity, states Wall. KFC won Marketing Week’s Brand of the Year for the effectiveness of its work in 2021 following a series of activity to reconnect with consumers after its sales began to decline in 2016.

“We’re so proud of the journey we’ve been on creatively to transform this brand over those six years,” Wall tells Marketing Week.