Colonel's Burger

KFC

We launched a new core product for KFC Italy: the Colonel’s Burger, a distinctive fried chicken burger, prepared according the original recipe of Colonel Sanders.

Challenge

Leadership in the fried chicken market

Introduce the founder’s character as a distinctive asset of KFC heritage and know how and establish the leadership on fried chicken in the market, tackling the competition of MCD and BK.

Solution

The Colonel as the key to be relevant and distinctive

We presented the Colonel Sander’s character as a guarantee of the KFC superiority, thanks to his obsession for fried chicken, perfectly summarised in the new burger – The Colonel’s Burger - that bears his name. We focus on Colonel bio and the legend of 1009 NOs he received, despite what he carried on his project and founded KFC.
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