KFC Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
KFC Corporation is a worldwide chicken fast-food chain, specializing in fried chicken recipes with homestyle sides. Headquartered in Louisville, KY, KFC Corporation is a division of global fast-food franchiser YUM! Brands. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. *
|Main Telephone||(502) 874-1000|
|Main Fax||(502) 874-8291|
KFC Corporation ContactsContacts (5/12)
|Roger E.||Chief Executive Officer||KY|
Sample of Associated Brands
|Kevin H.||President & Chief Concept Officer||KY|
|Ryan O.||Global Chief Digital Officer||KY|
|Jennelle T.||Global Chief Marketing Officer||KY|
|Cynthia K.||Executive Director, KFC NCAC||KY|
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TV, Digital, Social Opps: KFC targets millennials with marketing, remodels
Subject: TV, Hispanic-focused media, print, digital, Millennial-focused marketing
Opportunity: Recently, KFC has been trying to find a way to appeal to millennials. Its most obvious attempt at this has been the revolving Colonel impersonations, including Darrell Hammond, Norm MacDonald and Jim Gaffigan (who was revealed during the brand’s Super Bowl 50 spot). In a recent interview with Times Union, KFC CMO Kevin Hochman said that three out of five millennials have never tried KFC and that the company’s biggest challenge is that millennials are generally distrustful of advertising.
Enter the revamped Colonel. Hochman refers to the colonel as “the consummate chicken salesman” and that the “over-the-top” chicken salesman is perfect for KFC because Millennials understand the joke. So far, the new Colonel has appeared in TV ads and on social media and – even though an estimated 20% of consumers hate the new Colonel concept, Yum Brands CEO Greg Creed told Yahoo! Food: “They’re actually talking about KFC, and you can market to love and hate – you cannot market to indifference.” Given TV and display buys in the last year, the new focus on millennials is obvious (see more below).
The new ads featuring the colonel were created by MEC handles media buying and planning for KFC.
Re-Colonelization Efforts: Recently, the company has begun what it refers to as a “re-Colonelization.” This will include remodeling 70% of the brand’s locations and making menu changes. The new remodels, which were designed by FRCH, places the colonel’s image front and center. The purpose of the remodels was to “foster a more meaningful relationship between the customers and brand.”
Media Spend: According to Kantar Media, KFC spent $181.03 million on measured media in 2014 – most of this spend is allocated to broadcast ads (97.4% in fact).
National TV Spend: ISpot reports that KFC spent $148.3 million on national TV ads in 2015 – up from $126.9 million in 2014. See charts for 2015 channel/show targeting (and keep in mind that 2016 targeting has been almost exactly the same so far).
KFC’s 2016 Super Bowl ad aired during the CBS televised pregame show and on CBS’ live stream of the broadcast online.
Digital Breakdown: Per Moat, KFC ran 245 display ads on 4,336 publishers last year (32% mobile). Top ad destinations included adultswim.com, fandango.com, foxsports.com, amc.com and nfl.com (56% placed site direct versus programmatic). KFC also ran 486 high impact and 80 video ads in 2015.
For comparison, in 2014 262 display and 405 high impacts ads were run on 686 publishers (25% mobile; 87% placed site direct).
1900 Colonel Sanders Ln.
Louisville, KY 40213
Chief Marketing Officer (since Jan. 2014)