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    KFC To FCK-9

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    mohsinzia
    KFC faced a major crisis in February 2018 when a change in delivery partners led to many KFC stores in the UK and Ireland running out of chicken. Over 900 stores had to close for the weekend. To address the situation, KFC took out full page ads in major newspapers with their logo changed to "FCK" and directing people to a microsite with humor. This approach helped transform customer anger into empathy and laughter. The campaign received over 1 billion impressions globally by May 2018 and helped KFC successfully manage the crisis.

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    © All Rights Reserved
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    KFC To FCK-9

    Uploaded by

    mohsinzia
    141 views16 pages
    KFC faced a major crisis in February 2018 when a change in delivery partners led to many KFC stores in the UK and Ireland running out of chicken. Over 900 stores had to close for the weekend. To address the situation, KFC took out full page ads in major newspapers with their logo changed to "FCK" and directing people to a microsite with humor. This approach helped transform customer anger into empathy and laughter. The campaign received over 1 billion impressions globally by May 2018 and helped KFC successfully manage the crisis.

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    KFC to FCK-9

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    KFC faced a major crisis in February 2018 when a change in delivery partners led to many KFC stores in the UK and Ireland running out of chicken. Over 900 stores had to close for the weekend. To address the situation, KFC took out full page ads in major newspapers with their logo changed to "FCK" and directing people to a microsite with humor. This approach helped transform customer anger into empathy and laughter. The campaign received over 1 billion impressions globally by May 2018 and helped KFC successfully manage the crisis.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    141 views16 pages

    KFC To FCK-9

    Uploaded by

    mohsinzia
    KFC faced a major crisis in February 2018 when a change in delivery partners led to many KFC stores in the UK and Ireland running out of chicken. Over 900 stores had to close for the weekend. To address the situation, KFC took out full page ads in major newspapers with their logo changed to "FCK" and directing people to a microsite with humor. This approach helped transform customer anger into empathy and laughter. The campaign received over 1 billion impressions globally by May 2018 and helped KFC successfully manage the crisis.

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    of 16

    KFC officially went

    FCK
    A masterclass
    in crisis
    management

    Anand
    Sankaranarayanan
    Background

    Feb 2018
    KFC was hit with a chicken crisis in the
    UK and Ireland

    The brand faced logistical issues with


    their new delivery contract

    Resulting in KFC restaurants running out


    of chicken

    900 UK stores were shut down over the


    weekend!
    The chicken crisis backstory

    Oct 2017
    KFC ended its relationship with Bidvest
    Logistics and partnered with Quick
    Service Logistics and DHL.

    KFC and DHL promised to revolutionize


    the UK food service supply chain with
    innovation, quality and reliability.

    Soon after, DHL struggled to fulfill


    franchisee’s just-in-time orders.
    The chicken was neither leaving
    the depot, nor crossing the road

    Mid February, 2018

    KFC restaurants were running


    out of key ingredients,
    including the chicken

    26000+ employees were facing


    the wrath of angry customers
    day in and day out

    The brand was on its knees, in the midst


    of a massive business crisis.
    News coverage like a wildfire
    Nearly all the press covered the crisis,
    and public outrage was at an all-time
    high.
    Marketing prowess
    With the crisis raging and the brand
    being harmed by the minute, KFC looked
    to its marketing prowess for help.

    Two objectives for this campaign

    1. A large scale public apology to make


    amends for the inconvenience
    caused to diners & franchises alike

    2. A clear explanation of what was


    being done to resolve the problem
    Media strategy

    Print was the medium chosen


    to manage the crisis

    Estimated to reach 6 million


    audience

    Planned to gain trust since


    print is considered more
    trustworthy than social media
    Creative masterstroke

    In the moment of crisis, the brand got


    creative and openly condemned itself

    A full page ad on UK’s national dailies


    with logo changed from KFC to FCK

    The ad directed consumers to a


    microsite, kfc.co.uk/crossed-the-road
    using humour as a means of disarming
    customer frustration
    Consumer reaction

    People's rage was transformed into


    empathy and laughter as a result of the
    brand's amusing apology

    KFC turned a business mayhem into a


    brand breakthrough

    Rewrote the manual for corporate crisis


    management
    Consumer reaction
    Press coverage
    Press coverage
    Results

    1 Billion
    Global reach by May 2018

    700+ 219 Million+


    Articles and Social media users
    media mentions exposed to the
    about the brand campaign

    These results are after


    appearing just once in two
    newspapers
    Here’s a request
    If you find this information useful

    Give a thumbs up
    This will help in making the content discoverable
    to relevant audience

    Share it with a friend


    It takes less than 5 seconds. Making this post takes
    me ~5 hours

    Follow on LinkedIn
    A positive signal for me to keep making such posts
    and add value to your feed
    Anand
    Sankaranarayanan
    Co-Founder and Director - TMA Global

    A global branding and marketing consultancy


    that helps B2B & B2C companies succeed

    TMA Global Brand Consultancy

    www.tmaglobal.net

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