Let’s stay in 2018 but let’s move to the UK. In February 2018, KFC’s “#ChickenCrisis” bounces on digital channels around the world: the famous fast food restaurant is unable to offer its famous chicken dishes because – incredibly but true – there are no more chickens. Most of its restaurants are forced to temporarily close, without warning.
The brand’s response does not come immediately, but after two days of silence. Two days in which KFC’s social channels are inundated with mocking comments. The response comes in the form of a press release, spread across newspapers and social media: a short apology text introduced by an image showing the characteristic paper cup (the one in which the chicken is served) in the foreground. On the bucket, the letters of the brand name are rearranged to form the acronym “FCK”.
Marketing, together with creatives, gives expressive form to a precise ghana whatsapp resource urgency, managing to regain control over a chaotic situation, caused by exceptional circumstances. This is the copy, absolutely brilliant:
“A chicken restaurant without any chicken. It's not ideal. Huge apologies to our customers, especially those who traveled out of their way to find we were closed.”
The reaction online and offline is extremely positive (the campaign reaches over a billion people after just three months):
KFC: How to Regain Control by Improving Brand Perception
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