KFC, previously known as Kentucky Fried Chicken, has started to launch a number of unique, non-traditional marketing campaigns all focused on changing consumer’s current brand perceptions. These smaller campaigns are happening around the same time as KFC’s announcement to renovate 50 stores nationwide. According to KFC, the first store will open up in the company’s hometown of Louisville, KY and it will look, smell and feel different to consumers.
The first non-traditional marketing tactic done by KFC was an effort to give back to the city of Louisville. The company offered to fill potholes in exchange for free advertising space. KFC, once given clearance, dressed individuals up in the Colonel’s outfit and sent him out to fix the city. Once a pothole was filled in the company would mark the pothole with the words “Refreshed by KFC” in a non-permanent street chalk. KFC chose the word refreshed in order to remind consumers that the chain uses only fresh chicken that is shipped weekly to its stores; but the brand did not stop in Louisville. The chain has offered up the service to a number of U.S. mayors throughout the country. So far, KFC has gotten mixed reviews on these public service-related marketing efforts. Some individuals think that it’s great someone is taking care of the potholes, while others think it’s just another way advertisers are trying to interrupt their lives. No matter what, KFC has people talking about their brand. (more…)
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