KFC: Success by the bucket load - IPA Effectiveness Awards Case Study 1998

Brief Description: This paper shows how KFC's success in the UK was supported by the role played in advertising since 1994. Using TV personality Ryan Stiles as a spokesperson, by 1995 store growth had risen by 6% year on year. Consumer numbers increased, perceptions of the franchises improved and size and strength of the brand clearly showed the effects ;---(TAGS)--- Full Title: Success by the bucket load - advertising's contribution to building the KFC brand ; Number: 1998/24 ; Brand Name: KFC ; Client: KFC ; IPA_ProductCoding: Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: Ogilvy & Mather ; Author: Nick Jones, Simeon Duckworth, Christian Cocker ;