Last year when KFC was receiving numerous suggestions to replace chicken with turkey for the festive season, what did they do? They launched a playful campaign, responding to customer feedback asking for different kinds of poultry on the menu, but the brand firmly stuck to their fried chicken roots. The campaign demonstrated that while KFC listens to its customers, they strategically choose when to act on feedback, emphasizing brand consistency and maintaining a deep customer relationship.
Have a look at their campaign:
Our Take
Let’s not forget that not every brand has the ability to deny customer requests. But since KFC handled the comments in a fun and cheeky manner, it has worked favourably for them.
This is a perfect example of brand loyalty and how it must start from the brand itself. Customers love KFC for its chicken and the brand has perfected their fried chicken and secret spice rub recipe, to deliver the best to their customers. They take pride in their brand and this encourages us to take pride in them.
This may be the first ever anti user generated content (UGC) done by a brand, and we’re here for it! To paraphrase what Kate Wall, Strategy and Innovation Director at KFC, said – that when it comes to switching chicken with turkey, the customer may not always be right. “We thank them for their input, but we’ll stick with the poultry we know and love.”
