KFC launches new global positioning statement – ‘So Good’

For over a decade KFC has been South Africa’s favourite quick service restaurant brand according to Ipsos Markinor Sunday Times Top Brands Survey.

“For a number of years, KFC has based its brand strategy on the functional benefit of taste with ‘Finger Lickin’ Good’. But in that time the brand has grown from beyond offering a tactile taste experience,” explains chief marketing officer David Timm.

The brand built its reputation on its popular chicken on the bone, which is still as delicious as ever, but has diversified to included Twisters, snacking products, beverages including Krushers and is now also offering breakfast. Besides offering something to eat, it has also designed its stores to be inviting, friendly and filled with the delicious aroma of its mouth-watering fried chicken.

In 2010 KFC took over the sponsorship of SA’s Mini-cricket programme, which in one year exposed 86 000 children from 3 500 primary schools across the country to the game of cricket. Over the past four years KFC has helped drive awareness of hunger issues across South Africa, through its Add Hope Campaign which encourages KFC customers to ‘add hope’ by donating R2 to fee a hungry child. In so doing, they have raised a massive R6 million which will feed over 3 million children. This has helped KFC in partnership with its customers to make a real difference in the lives of needy children in South Africa.

While the world-famous fried chicken lies at the heart of the brand’s success, a large part of its exponential growth over the past decade can be attributed to the brand’s ‘democratic’ nature, It caters to South Africans from every walk of life and offers a menu item to suit every taste and every wallet.

‘So Good’ refers to much for than the finger lickin’ good chicken, the feeling of profound contentment from satisfying a taste craving, it is also about the bigger goal of alleviating hunger across the globe.