‘Everyone wants a piece of the chicken category’: KFC on leveraging its distinctiveness to win
In a category that is more crowded than ever, KFC is focusing on doing work that no other business can do to “elevate the brand up and out”.
KFC’s CMO says “the competition in chicken has never been greater” and that the brand is leaning on its “distinctiveness” to stand out.
“We’re building a very distinctive KFC brand world, where the work we put out there, it’s only KFC that could do it and no one else,” Monica Silic CMO of KFC UK and Ireland tells Marketing Week. “I think that distinctiveness, knowing who we are, knowing our audience and our brand tone is really what helps set us apart.”
