For the last five years or so, America’s fast-food chains have been trying anything and everything to appeal to those mysterious millennials, who, research shows, aren’t as interested in the cheap cheeseburgers and fries that previous generations liked so much. The millennial fixation has inspired artisanal pizza toppings, selfie payment plans, mascot wardrobe changes, endless customization options, and surprising cameos from kale and Sriracha. Many of these efforts haven’t made much of an impact on the way that younger diners understand these brands. But there is one long-established chain out there that’s managed to cut through the noise and stay relevant in the social media era: KFC.
The company didn’t switch up its menu or change its dining rooms to keep up with the times. Instead, it simply partnered with a crack creative team on a campaign that simultaneously tapped into nostalgia while also positioning the brand as part of the irreverent, eclectic culture of the internet. By reviving the Colonel, KFC got a serious second wind. And by maintaining such a creative and refreshingly weird aesthetic, KFC has earned Eater’s #Brand of the Year award for 2017.
Read the full article at Eater.com: https://www.eater.com/2017/12/5/16390270/kfc-ads-brand-of-the-year-eater-awards-2017