Back in the 1980s, I did a series of in-depth interviews about how people experienced fast food meals. I was interested in the social context. Who was there during the meal, what happened that made one brand experience different from another?
When it came to KFC, many people talked about good times around the kitchen table. A bucket of KFC chicken has unusual powers to attract family and friends to the table and facilitate conversation.
This commercial is from KFC in the UK. It recalls the 1980s era Y&R campaign for the brand, "It's so nice to feel so good about a meal."
This Y&RNY campaign identified the basic consumer insight about the brand as an enjoyable family meal experience, beyond the concept of fast food. Even unto today, this fundamental idea remains home ground for KFC.
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