Breaking down barriers, borders, and cultural walls, the all mighty french fry bridges the gap between all sects of foodies the world over. Elevating the humble potato with a hefty dose of salt and a crispy fried outer shell, the iconic fry can be either the star of the show or a horribly disappointing side kick that ruins the whole production. Unfortunately, KFC in the UK is getting slammed for their less-than-stellar potato preparation.
Rather than hiding behind a snarky social campaign, KFC is embracing the mean tweets, and even promoting them in their own feeds. The brilliant agency, Mother, continued the tone set by their FCK ads and embraced the hate by flipping negatives into positives.
The rebranding strategy entitled “Ain’t No Small Fry” is introducing a larger, heartier fry that will hopefully please the potato-loving palates of UK customers. Focusing on a “size matters” approach, Mother is turning the tables on the Twitterverse and using it to its advantage.
This style of marketing has been slowly ramping up over the last few years, and now with bold moves like this, are we seeing a shift in rebranding dynamics? We say yes.
Owning the missteps and using failures to the brand’s advantage puts the problem out in the forefront and relates compassion and empathy to the audience. It showcases communication between the company and its followers.
“Limp; soggy; cooked in a warm cupboard; that’s how twitter described KFC fries. Not great when they’re served up with virtually everything on the menu. So when KFC wisely decided to upgrade their fries, what better way to launch their new chunkier incarnation, than embracing the people who called for them to change.” ~ The Mother Team
They complain; the business listens.
Bucking the trend of side-stepping problems or hiding behind fancy-pants designs, Mother and other agencies, are turning the negatives into positives in order to fuel the gears of change while touting campaign transparency. By promoting the brand-critical tweets and social commentary, companies are able to show the steps of the customers’ opinion enacting product change.
Now maybe someone can start tweeting about the price of iPhones…