Problem:
How to introduce a new type of chicken to capitalize on trends toward healthier eating while concurrently overcoming concerns that the chicken will not taste good.
Solution:
Use the heritage of great taste associated with KFC’s core chicken product (fried) as the reason to believe the new grilled chicken will taste great, too.
Positioning Breakthrough:
Finally, grilled chicken that tastes good enough to be called KFC. It’s the first grilled chicken that’s bucket-worthy!
Results:
- Advertising is developed using the new positioning that outperforms previous creative 3 to 1 on recall and persuasion.
- Product is launched and in the number one new food product in 2009.
