Kentucky Grilled Chicken a Fully Fried Fiasco The Marketing Association Of Australia And New Zealand

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Kentucky Grilled Chicken a Fully Fried Fiasco

KFC's grilled-chicken launch was to be the biggest in the chain's history. Now it might also go down as a marketing case study in what not to do.

Insisting the consumer associate the fast feeder with grilled chicken, was always going to be a stretch. So KFC thought the way to meet the challenge was to spend millions on a TV ad campaign telling consumers to "Unthink KFC,"

The marketer then brought up the big gun, Oprah Winfrey, and the trouble really started. The company's offer on the show on May 4 of two free pieces of grilled chicken, two sides and a biscuit to anyone who downloaded a coupon within a two-day period should have been a huge promotional coup. Instead, it turned into an unmitigated disaster when the company was unable to execute and actually had to rescind the offer.

In the end, KFC managed to strain relationships with three core constituents: consumers, the media and franchisees

More in this month’s MXtra, plus a listing of some of the all time bib marketing boo boos.

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