In 2018, KFC faced an unusual crisis in the United Kingdom: a chicken restaurant that had run out of chicken.
Rather than hiding from the problem or issuing a corporate statement filled with excuses, KFC responded with one of the most memorable crisis communications campaigns in recent years. The company released an ad featuring an empty bucket with the letters rearranged to spell “FCK.”
The message was simple, honest, and funny. KFC openly acknowledged the mistake and apologized while embracing the absurdity of the situation.
The advertising campaign quickly went viral. Consumers appreciated the transparency, and the media praised KFC for its creative response. What could have become a long-term reputation problem instead became a powerful example of brand storytelling and customer communication done right.
The campaign demonstrated that people don’t expect brands to be perfect. They expect them to be honest, accountable, and human when things go wrong.
In 2018, KFC faced an unusual crisis in the United Kingdom: a chicken restaurant that had run out of chicken.
Rather than hiding from the problem or issuing a corporate statement filled with excuses, KFC responded with one of the most memorable crisis communications campaigns in recent years. The company released an ad featuring an empty bucket with the letters rearranged to spell “FCK.”
The message was simple, honest, and funny. KFC openly acknowledged the mistake and apologized while embracing the absurdity of the situation.
The advertising campaign quickly went viral. Consumers appreciated the transparency, and the media praised KFC for its creative response. What could have become a long-term reputation problem instead became a powerful example of brand storytelling and customer communication done right.
The campaign demonstrated that people don’t expect brands to be perfect. They expect them to be honest, accountable, and human when things go wrong.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
