KFC-Grilled Chicken


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.


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!


  • 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.

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