Back to the Basics
As Americans have become more obsessed with healthy eating, fast-food restaurants have struggled to grow and adapt to this new trend of health conscious consumers. Some states, such as Vermont, have gone to such lengths as to require the food industry to advertise whether or not their products contain Genetically Modified Organisms (GMOs). With companies bursting onto the scene marketing themselves as healthier options, non-GMO restaurants, such as Chipotle, are pushing traditional fast-food chains further down the consumer ranks.
America’s new fixation with what they are actually consuming has encouraged some fast-food diners to reach out to the other end of the spectrum, by showing not everything does indeed have to be GMO-free however, Kentucky Fried Chicken (KFC) has adopted a new approach on their brand. Simply embracing their past in what they call “re-colonelization,” KFC is making their famous fried chicken the “hard way” like founder Colonel Sanders intended it to be made. The company made this announcement via a cooking demo featuring CEO David Novak and comedian Rachel Dratch. Although the restaurants fried chicken is still not the healthiest food choice, their product will be made fresh and guarantee quality ingredients to a consumer base that views these qualities with a higher regard than in the past.
KFC began their “back to the basics” rebranding process almost a year ago when their television advertisements began featuring Colonel Sanders. Now with their return to making chicken the “hard way”, the company is hoping to activate their brand to the customer base which sees the value in this process. KFC’s rebranding also includes over 100,000 hours of retraining for its employees, and renovations to 3,000 restaurant chains. The rebranding campaign going on at KFC can be a lesson to all companies looking to grow and stay competitive in a mass market such as the fast-food industry. Regardless the size, in order to stay profitable at a high level, a brand must appeal to its customers. Activ8 Media possesses the unique capability to work with business owners to identify a company’s prospected demographic and develop a strategy to optimally activate the brand to such standards.
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