KFC on the importance of "radical honesty," with Neasa McGuinness of Mother and Jack Hinchliffe of KFC
Jack Hinchliffe
Head of Marketing
KFC U.K. & Ireland
Connect with Jack
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KFC and Mother talk about successfully managing the brand through multiple challenges. It's a journey of success built on the shared belief of doing the opposite of what's expected. From redefining the brand in 2016 to the FCK chicken crisis, the introduction of new fries and the Finger Licking Good reboot, it’s a masterclass in managing the unexpected.
In 2016, “Missy” relaunched the KFC brand in the U.K. It rebuilt the brand’s outdated image and relevance through work that was distinctively different and had talk value. It was an opportunity to start a conversation around the brand’s chicken and chicken welfare.
February, 2018 brought the chicken crisis - an absolute logistics disaster. The brand’s response is legendary, and in line with its 3Hs marketing model: Honesty, Humor and Humanity.
Below is the famous response ad that set the tone and drove massive word of mouth.
The “It’s ____ Good” campaign below was in market when covid struck and had to be pulled. It was replaced by the equally smart and playful “blanks” campaign that created massive social engagement and campaign iterations throughout lockdown and the eventual limited reopening.
Among the campaign iterations was this work that used taglines from other brands and suggestions posted on social by the public.
