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  • KFC Case Study

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    Nafis Reza Karim
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    KFC faced a severe chicken shortage crisis in 2018 when their new delivery partner was unable to supply chicken to 900 UK stores. This led to 53,000 social media mentions of the "#ChickenCrisis" and damaged brand sentiment. To address the PR crisis, KFC's marketing team launched the "FCK" apology campaign. The campaign took full responsibility for the issue, provided a transparent explanation of efforts to resolve it, and improved brand scores and consumer sentiment through its candid tone. The "FCK" campaign was recognized with awards at Cannes for connecting with human emotion and clear crisis communication.

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    KFC faced a severe chicken shortage crisis in 2018 when their new delivery partner was unable to supply chicken to 900 UK stores. This led to 53,000 social media mentions of the "#ChickenCrisis" and damaged brand sentiment. To address the PR crisis, KFC's marketing team launched the "FCK" apology campaign. The campaign took full responsibility for the issue, provided a transparent explanation of efforts to resolve it, and improved brand scores and consumer sentiment through its candid tone. The "FCK" campaign was recognized with awards at Cannes for connecting with human emotion and clear crisis communication.

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    167 views13 pages

    KFC Case Study

    Uploaded by

    Nafis Reza Karim
    KFC faced a severe chicken shortage crisis in 2018 when their new delivery partner was unable to supply chicken to 900 UK stores. This led to 53,000 social media mentions of the "#ChickenCrisis" and damaged brand sentiment. To address the PR crisis, KFC's marketing team launched the "FCK" apology campaign. The campaign took full responsibility for the issue, provided a transparent explanation of efforts to resolve it, and improved brand scores and consumer sentiment through its candid tone. The "FCK" campaign was recognized with awards at Cannes for connecting with human emotion and clear crisis communication.

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    © All Rights Reserved
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    of 13

    KFC Case Study

    Brand Crisis Management


    In 2018, KFC was facing a
    severe chicken crisis
    New demand management partner
    was unable to deliver Chicken
    53,000 mentions of KFC running
    out of chicken, alongside
    hashtags such as
    "#ChickenCrisis" and "KFCCrisis"
    900 UK stores got closed due to
    delivery issues
    Brand sentiment was being hit every
    passing day
    Consumers as well customers both
    were increasingly getting negative
    A FULL-FLEDGED PR CRISIS WAS
    ON HAND
    KFC marketing team
    decided on following

    A mass-scale public apology to


    mitigate for the disruption
    A clear and transparent explanation
    of what was being done to fix the
    issue
    Enter the "FCK" campaign
    KFC messaging key
    highlights

    Bold, provocative & heartfelt


    Nailed the candor
    Took full responsibility
    Well-timed
    KFC Campaign results
    KFC Campaign results

    Brand scores improved


    Consumers, as well as
    customers, felt that brand is
    genuinely concerned and is trying
    its best
    "FCK" picked up one silver and
    three gold Lions in Cannes
    KFC "FCK" Campaign
    Learnings

    If you want to connect with


    human emotion, brands need to
    behave as a person
    Clear communication is
    imperative in a crisis
    Be humble as a Brand in case of a
    mistake
    To learn more on
    Brands and Marketing

    ASHUTOSH CHAUDHARIE

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