KFC Social Content
KFC Social Content
KFC has long been associated with the iconic figure of the Colonel, but his classic image failed to resonate with younger consumers, leading to a decline in sales. To reconnect with this audience, KFC needed a fresh, culturally relevant platform that spoke to the unapologetic joy and carefree attitude they embody when enjoying food—especially on social media, where authenticity and self-expression reign.
The Situation: The Colonel has long been the face of KFC’s campaigns, and while his iconic persona aligned well with the brand’s history, it inadvertently created a disconnect with younger consumers. As a result, KFC’s sales began to decline.
To reverse this trend, KFC needed a new platform that younger generations could connect with on a deeper level.
The insight: When younger generations are eating something they love, nothing else matters. Manners fly out the window, and they don’t care what others think. They’ll proudly lick their fingers, savoring every last bit of flavor. This behavior revealed that KFC’s iconic tagline, “Finger Lickin’ Good,” was under-leveraged. While it had always been an attribute of the food, it now represented a broader attitude: the unapologetic, “don’t care what anyone thinks” mindset that younger generations embody when they’re enjoying something truly indulgent.
The strategy: Transform “Finger Lickin’ Good” from a simple product attribute into a cultural attitude that champions the unapologetic, messy joy younger consumers get from enjoying KFC.
How we translated it into a social strategy (social implication): People experience joy from content they see their unaplogetic selves in
ie. on social, unapologetic joy comes from relatability
Role of social: Show how to experience the unapologetic joy of Finger Lickin Good by taking our food seriously but not ourselves
Agency: MullenLowe
Role: Sr Social Strategy/Associate Director of Social Strategy
Evergreen Content
Evergreen Content
To meaningfully engage with our consumers on a daily basis, we sought to inspire, connect, and educate them about the brand.
At the core of our approach were rich, data-driven insights into our audience's behaviors, passions, and experiences, all of which were seamlessly tied back to the brand and its products.
Reactive Content
Reactive Content
To experience joy with others, we can’t take ourselves too seriously.
Reactive social content plays a pivotal role in showcasing the unapologetic joy of 'Finger Lickin' Good' by allowing us to tap into real-time moments and trends where consumers are already expressing their unfiltered selves.
KFC connected with audiences by unapologetically being ourselves and encouraging others to do the same. This approach reinforces the brand’s playful, relatable attitude and fosters authentic connections, all while sparking real-time engagement and conversation