A Twist of Legacy
Eat Well, Live Well
The Ask
Find a major company, define a problem that they face, and propose a plan to fix it.
The Solution
Rebrand KFC as a healthier alternative by modernizing their storefronts, diversifying the menu, and leveraging celebrity endorsements.
Strategic Idea
Turning comfort food into a healthy, active experience.
Key Objective
Reimagine KFC as a high-quality, modern choice for millennials who want convenience without sacrificing on flavor or wellness.
Three-pronged Approach
Step 1: Modernizing the Storefronts
Step 2: Diversifying the Menu
Step 3: Leveraging Celebrity Endorsements
New Balance Partnership
Colonel’s Challenge 5k
In order to promote the new, limited-edition shoe as well as the active, healthy lifestyle, we will host a 5k in Louisville Kentucky named “The Colonel’s Challenge”. The people who finish the 5k in under 30 minutes will win a pair of the limited-edition running shoes. This will not only get people excited about KFC, but it will also get them excited for a healthy lifestyle.
Sanders’ Stadium
Recently, the MLB voted to relocate the Oakland Athletics to Las Vegas. This means that a new stadium will start being built in 2025 and will finish around 2028. My team and I advise KFC to fund the construction of the new ballpark so that it will be associated with KFC. By doing so, the main restaurant in the park will be one of the modern KFC storefronts, promoting the new KFC image to the entire baseball community.
Conclusion
My team and I had a lot of fun working on this campaign project. It opened me up to working with other creatives. More often than not, creatives want to work by themselves in order to release what they want; however, when we can work together, the end product will be even better. I am very happy with how this project came out because there were many times in which my team members had to help me out in order to accomplish certain tasks.
Josh Novick, Charishma Mittal, Tony Liu