Spotlight: How KFC Stayed On Brand
While Handling Chicken Shortage
KFC recently hit the news for the wrong reasons, but managed to take charge of the narrative and draw attention to their marketing for all the right reasons. In February the fast food chain ran out of chicken due to distribution problems and had to close more than half of its branches.
Clearly running out of your main product isn’t good news for the business, its employees, or the customers. But rather than writing a generic apology, KFC remained on brand in its explanation of what happened and how they would fix it in a full-page newspaper ad:
“A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who travelled out their way to find we were closed. And endless thanks to our KFC team members and our franchise partners for working tirelessly to improve the situation. It’s been a hell of a week but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us”.
The tongue-in-cheek image and tone of the copy are both typical KFC and would have felt familiar and appealed to the company’s target audience. But at the same time, the message is serious and sincere – and timely, which is also crucial when trying to mitigate a potential marketing disaster, either online or offline.
We have discussed KFC’s great marketing skills before - remember our blog post about their clean eating campaign this time last year? Their marketing team is clearly on the ball, on brand, and able to turn even bad news into an impressive advert. They have shown that with some great copywriting, and understanding of your own business and your audience, it’s possible to write a good advert even when you’re delivering bad news. If KFC can deliver a strong advert and message when they’ve done something wrong, how could you use your brand to do the same thing to positively promote your business and product – in both good times and bad times?
If you need great copy, paid ads or anything else for your online marketing efforts, get in touch with SilverDisc.