1:40pm - 2:00pm Why Did the Chicken Cross the Road? Applying Behavioural Science to Step Change KFC Brand Tracking
Thursday May 10
Whilst KFC UK had a strong history of traditional brand tracking, it chose to shift radically away from this and ‘cross the road’ to a ‘system 1’ approach. Starting with a category and brand audit, followed by an iconic asset audit it ultimately embraced a new style brand and ad tracking approach. In order to do this well, it realised there was a huge value in applying behavioural economic principles to the process of change and dissemination of output, in order to land and get the best out of the new learning. This session will outline the approach taken, and some of the learning along the way.