Colonel Sanders resurrected as KFC tries to revamp image
Colonel Sanders has risen again in a drive to get more people finger lickin' happy about KFC.
The fried-chicken chain will have comedian Darrell Hammond portray the company's bearded founder in a new set of ads running on TV and social media. The move is part of an effort to update the chain's restaurants and packaging, with newly designed chicken buckets, bags and boxes.
KFC, which is celebrating the 75th anniversary of its original chicken recipe this year, follows McDonald's in trying to attract new customers with personalities from fast food's past.
It comes less than two weeks after McDonald's gave a makeover to its '70s-era mascot Hamburglar.
Burger King, meanwhile, has embraced the strange side of its mascot lately. The silent, grinning King entered Las Vegas's MGM Grand Garden Arena alongside Floyd Mayweather during the fighter's highly publicised title bout against Manny Pacquiao earlier this month.
Yum Brands, which owns KFC, is putting its marketing muscle behind the chain after an earlier effort to revamp Taco Bell. The company agreed to invest US$185 million ($251 million) in domestic franchised KFC stores earlier this year.
Unlike McDonald's, which is still struggling, the chain has seen an uptick in revenue. Same-store sales for KFC, outside of China, rose 5 per cent in the company's latest quarter.
KFC is making the changes after falling behind other chicken chains in customer popularity.
In connection with the new Colonel marketing campaign, KFC also is introducing menu items, such as a new dipping sauce and Kentucky baked beans with pulled chicken.
"The Colonel has always been at the core of everything we do here at Kentucky Fried Chicken," Kevin Hochman, chief marketing officer for KFC's US operations, said in a statement.
"The 75th anniversary is the perfect time to give him back to the people and remind everyone of what we're all about."
The Washington Post