KFC takes on Colonel Sanders serious about ‘Comeback Era’

Since many market competitors like Raising Cane’s and Chick-fil-A gain market share, Yum Brands chain is getting serious about winning back consumers. KFC’s Colonel Sanders is back at the forefront of the brand’s marketing and has taken on a serious demeanor as part of a multi-phased campaign that aims to return the Yum Brands chain to growth. A new spot, ‘Obsession’, recounts the meticulous process that led the Colonel to come up with KFC’s signature 11 herbs and spices recipe and chicken-frying technique. The ad co-stars Matty Matheson, a celebrity chef and actor on ‘The Bear’, which the campaign appears stylistically inspired by. In addition, KFC has revamped its logo on billboards, signage, and social channels. The Colonel now bears a scowl instead of his usual grin to demonstrate his displeasure at KFC’s poor performance and affirm the company is committed to winning back customers.