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KFC-Grilled Chicken

Posted on April 1, 2015January 16, 2018 by Bridget Designs

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.

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