At London Gatwick Airport, returning travelers saw a 260-foot chicken under the flight path as they landed.
Reinventing the brand
Over the past few years, KFC has been on a journey to modernize the brand and make it “feel relevant to new generations of fans,” Monica Pool, chief marketing officer of KFC UK and Ireland, told ADWEEK.
“In that time, the rest of the category has started catching up. It wasn’t so much that anything was broken with how we were communicating—it was more that the time felt right for a big push forward,” she continued. “We know that we have to constantly reinvent the brand so that we stay relevant.”
The “Believe” campaign, with its catchy tune and irreverent message, is focused on reaching Generation Z and sparking conversation, Pool added.
