Copywriting

Research of KFC slogan

Timeline and history of  KFC

Sep 09, 1890  Harland Sanders is born

              1900  Harland Sanders holds a variety of jobs

               1930  It all started with "Sanders Count & Cafe"

                1936  The title of honorary Kentucky Colonel to Sanders

                 1937  The Sanders Court & Cafe expands the restaurant

                  1939  Sanders alters the cooking process

                   1939 The Sanders Court & Cafe is listed in Duncan Hines

                    1940  Sanders original Recipe

                     1949  Sanders marries Claudia Price

                      1950  Sanders travels the U.S to sell his chicken

                       1952  The first "Kentucky Fried Chicken" outlet

                        1952  The Colonel begins actively franchising

                         1960  KFC is sold in 600 franchised outlets

                          1964  The first KFC outside of North America

                           1964  Sanders sells the entire KFC franchise operation

                            1966 The KFC corporation goes public

                             1969  The KFC listed on the New York Stock Exchange

                              1971  Sanders sues Heublein Inc.

                               1976  The Colonel as popular celebrity

                                1977  Colonel Sanders speaks on aging

                                 1979  KFC's sales is more than 2 billion

                                  1980  Television advertisements for KFC

                                   1980  KFC runs a few restaurants in Sweden

                                    1980  KFC is an associate sponsor for Junior Johson

           December 16, 1980  Colonel Harland Sanders passes away

                                      1982  KFC becomes a subsidiary of RJR Nabisco, Inc.

                                       1985  KFC's Chicken Little sandwich 

                                        1985  KFC calls on Will Vinton Studios

                                         1986  PepsiCo, Inc acquires KFC

                                          1987  KFC in China

                                           1990  The Colonel's Rotisserie Gold is introduced

                                            1990  KFC is known as PFK in Canada

                                             1990  The KFC logo is modified

                                              1997  KFC re-entrees as sponsor

                                               1997  KFC, Taco Bell and Pizza Hut 

                                                2003  PETA protest KFC's treatment of the animals.

                                                 2004  The Kenny Kings chain

                        December 03, 2005  KFC youth workers, store go on strike

                                                   2006  KFC introduces its variation on Shepherd's pie

                                                    2006  KFC begins the Fish snacker sandwich during Lent

                                                     2006  KFC is the first logo visible from outer space

                                          March 2006  Restaurant Brands agree to phrase out youth rates

                                        October 2006  KFC's chicken is fried with trans fat free oil

                                                        2007  KFC starts marketing the chicken as "Extra Crispy"

KFC also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, known mainly for its fried chicken. KFC has been a wholly owned subsidiary of Yum! Brands, Ins. since 2002. The company was founded by Colonel Harland Sanders in 1952, with the abbreviated from of its name adopted in 1991. Starting in April 2007, the company began using its original appellation of Kentucky Fried Chicken again for its signage, packaging and advertisements in the United States as part of a new corporate re-banding program, newer and remodelled restaurants will have the new logo and name. 

History of Slogan "finger lickin good"

The first slogan for Kentucky Fried Chicken is "finger lickin' good" for 50years. The slogan originated by accident in the 1950s, when franchisee David Harman was shown eating chicken and licking his fingers in the background of a US TV commercial. A viewer phoned up and complained about the incident and spoke to manager Ken Harbough, who replied: "Well it's finger lickin 'good'. - this is how the slogan "Finger Lickin 'Good" developed. It is one of the most successful marketing slogans of the 20th century. 

Kentucky Fried Chicken decided to abandoning its slogan of 50 years as part of an effort to establish a healthier image. The fast food franchise is dropping its famous slogan, reports the telegraph. The changes comes as the chain seeks to emphasise its shift to healthier fare for distance, its adding ovens to its kitchen so it can introduced non-fried options. "Finger lickin' good" is a very good but it is very food-centric, said a KFC chief executive, Martin Shuker. The rebranding new slogan will consider with the introduction of healthier frying oils and promoting healthy eating and combating its negative image. 

Slogan in 2010 "So Good"

In 2010, the new phrase became KFC's slogan replaced by the shorter "So Good" and one of the most immediately recognised. "So Good" is all about the food but it also allows us to more effectively communicate the breadth of different things about the brand. This version hope to proclaim the message that the taste of Colonel Sander's top secret coatings is a part to make KFC's food appealing and beneficial. There are also plans to show the calorie content of all items on KFC's menu to help everyone eat healthily.

Latest marketing plans

- KFC has been discussing this step with the Food network as a partner in the department of health "Responsibility Deal" aim to give customers greater choices.

- KFC's 800 outlets in UK and Ireland will stop using palm food oil to fry food and switch to healthier rapeseed oils to reduce saturated fats across.

- KFC hopes this will make a statement about the destruction of Indonesian and Malaysian rainforests.

- A further 7million will be spent kitting out its restaurants with ovens so that is can launch the Brazer, it is the first ever product that is griddled, not fried. 

- Brazer options will include a burger and tortilla-style wrap will have fewer calories than other KFC offerings.


New slogan in 2013 "I ate the bones"


Latest new from NEW YORK - 14th April, KFC in the United States is stripping the bones out of its chicken. KFC introducing deep fried boneless chicken pieces with its Original Recipe. This new offering is growing popularity of nuggets and that are easier to eat. The boneless chicken will come out with a marketing campaign with the slogan "I ate the bones! " Before this new slogan launch, KFC had already launching boneless offer. It rolled out smaller chicken "Bites" last year with a variety of sauces. According to DraftFCB Chicago hope this slogan will go viral and become a popular obsession, reminiscent of Wendy's old slogan " Where's the beef? "

This is one of the examples for the new slogan advertising 
http://youtu.be/un4DfQH02tY

The Logo and Packaging design.

"Finger Lickin Good" logo and packaging design

So Good! 

The latest " I ate the bones " packaging