KFC: Haters gonna hate, use them as bait

KFC, a fast food restaurant chain, promoted its new chunky, skin-on fries in the UK by actively promoting Tweets from its haters that complained about its old fries.

Campaign details

Brand: KFCClient: Yum! BrandsAgency: Mother London

Summary

You are KFC and your fries are getting abused online for their failings. Yet the new, tastier fries you've been trialing are getting a negative response from your loyal fans who simply hated change.

What do you do?

Risk alienating your loyal customers with your new fries or risk preventing growth through penetration by sticking to the old ones?

You do neither.

This is a paper about how we looked to smooth the introduction of KFC's new fries by negatively positioning its old ones. Creating...

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