W+K Brought Back Colonel Sanders After Discovering He Was a ‘Master Jedi of Branding’ for KFC

Lessons from the Colonel have led to 12 quarters of growth

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The sometimes goofy, sometimes odd interchanging celebrity Colonel Sanders bit that Wieden + Kennedy has been running for KFC since May 2015 was actually inspired by strange marketing that Colonel Sanders himself ran during the brand’s heyday. Harkening back to KFC’s origins has not only revamped the beleaguered brand’s image but significantly boosted its sales.

KFC had a roughly two-decade track record of decline and from 2007 to 2013 it lost about 40 percent of its business via same-store sales declines and closing stores.



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