KFC’s Origins was one of the big winners at the recent Kantar Creative Effectiveness Awards and in this episode of Future Proof KFC France CMO Pierre Cailleau explains how the brand delivered an iconic story.

He tells Kantar EVP, Global Thought Leadership Jane Ostler how staying true to the brand promise of crispness is so vital in a highly competitive market, outlining how Origins combined Colonel Sanders with a message that would resonate in today’s market.

Central to the brand’s ongoing marketing is the need to promote KFC’s unique crispy promise and finding ways to amplify and magnify it via communications. Cailleau explains why KFC has focused on brand not value and promotion in order to boost consideration.

Explore Kantar Creative Efectiveness Awards 2023 winners

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