Case Study: KFC achieves a global brand platform and growth-focused positioning with Bulldog Drummond

KFC rolls out a global brand platform across 60 countries with Bulldog Drummond

The customer, KFC, faced the challenge of developing a unified global brand platform to focus its multibillion-dollar brand and drive a connected, purpose-driven expression that was relevant across all markets. Vendor Bulldog Drummond was hired to design the journey and develop this new global platform with the executive leadership team.

Bulldog Drummond reviewed extensive research and worked closely with KFC's leadership to create the "Always Original" brand platform, which included new values, service principles, and design pillars. The result was the first global brand platform in the company's history, which was successfully operationalized across 60 countries and led to radical performance and positioning turnarounds in key markets.

KFC