Scribd
Upload
362 views

KFC Case Study

KFC faced a severe chicken shortage crisis in 2018 when their new delivery partner was unable to supply chicken to 900 UK stores. This led to 53,000 social media mentions of the "#ChickenCrisis" and damaged brand sentiment. To address the PR crisis, KFC's marketing team launched the "FCK" apology campaign. The campaign took full responsibility for the issue, provided a transparent explanation of efforts to resolve it, and improved brand scores and consumer sentiment through its candid tone. The "FCK" campaign was recognized with awards at Cannes for connecting with human emotion and clear crisis communication.

Uploaded by

Nafis Reza Karim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
362 views

KFC Case Study

KFC faced a severe chicken shortage crisis in 2018 when their new delivery partner was unable to supply chicken to 900 UK stores. This led to 53,000 social media mentions of the "#ChickenCrisis" and damaged brand sentiment. To address the PR crisis, KFC's marketing team launched the "FCK" apology campaign. The campaign took full responsibility for the issue, provided a transparent explanation of efforts to resolve it, and improved brand scores and consumer sentiment through its candid tone. The "FCK" campaign was recognized with awards at Cannes for connecting with human emotion and clear crisis communication.

Uploaded by

Nafis Reza Karim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 13

KFC Case Study

Brand Crisis Management


In 2018, KFC was facing a
severe chicken crisis
New demand management partner
was unable to deliver Chicken
53,000 mentions of KFC running
out of chicken, alongside
hashtags such as
"#ChickenCrisis" and "KFCCrisis"
900 UK stores got closed due to
delivery issues
Brand sentiment was being hit every
passing day
Consumers as well customers both
were increasingly getting negative
A FULL-FLEDGED PR CRISIS WAS
ON HAND
KFC marketing team
decided on following

A mass-scale public apology to


mitigate for the disruption
A clear and transparent explanation
of what was being done to fix the
issue
Enter the "FCK" campaign
KFC messaging key
highlights

Bold, provocative & heartfelt


Nailed the candor
Took full responsibility
Well-timed
KFC Campaign results
KFC Campaign results

Brand scores improved


Consumers, as well as
customers, felt that brand is
genuinely concerned and is trying
its best
"FCK" picked up one silver and
three gold Lions in Cannes
KFC "FCK" Campaign
Learnings

If you want to connect with


human emotion, brands need to
behave as a person
Clear communication is
imperative in a crisis
Be humble as a Brand in case of a
mistake
To learn more on
Brands and Marketing

ASHUTOSH CHAUDHARIE

You might also like