New Tack for KFC

Food is the hero—specifically the new Twister sandwich—in a new campaign for KFC from Young & Rubicam. The work, which breaks today and bows a new tag-line, has been em-braced by franchisee representatives and appears to have so-lidified the shop’s re-lationship with KFC.

Three months ago, the Louisville, Ky., client contacted at least two New York agencies, asking them to submit creative reels and triggering speculation of a review [Adweek, July 3]. Now, a top marketing executive is singing the praises of Y&R.

“It took a little bit of time, but fortunately we got the best of both worlds,” said Peter Foulds, KFC’s chief image and advertising officer, citing the New York shop’s 20-plus years on the brand and the installation of a new creative team, led by managing partner-creative Janet Kraus.

“It was very important” for Y&R to convert on the latest assignment, said Foulds, who acknowledged that earlier in the summer,...