Classic Case Study: The KFC FCK Campaign

Case Study, Free Activities, Places and Channels, Products and Brands, Promotion, video

Key Topics

  • brand management, logistics, PR management, consumer backlash

Learning Objective/s

This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.

Important Note = While the campaign is widely regarded as a marketing success, its use of a provocative play on words might make it more suitable for older students. You should consider the maturity level of their class and their institution’s policies when introducing this case.

Review the activity below or download the PDF student worksheet

Student Discussion Activity

KFC’s Classic FCK Case Study

The Crisis: A Supply Chain Breakdown

In February 2018, KFC faced an unprecedented crisis in the UK after transitioning its delivery contract from Bidvest Logistics, a specialist in food distribution, to DHL, a logistics company with little experience in managing perishable food supplies. The change, intended to modernize and improve efficiency, backfired spectacularly when DHL’s centralized distribution model failed to meet the logistical demands of KFC’s 1,000 UK outlets.

Within days of the transition, nearly 900 restaurants were forced to temporarily close due to a lack of chicken—a situation that quickly turned into a public relations nightmare for a brand synonymous with fried chicken. The closure affected franchisees, staff, and customers alike, sparking outrage across the country.

Media outlets ran headlines like “KFC Runs Out of Chicken,” emphasizing the absurdity of the situation, while social media erupted with memes, jokes, and hashtags like #KFCCrisis. Customers expressed frustration and disappointment, and some even called local police stations to report the chicken shortage. The combination of widespread closures and viral online criticism threatened to erode KFC’s brand loyalty and undermine its reputation as a reliable and beloved fast-food chain.

KFC’s Response: Turning Crisis into Opportunity

Instead of reacting defensively or downplaying the issue, KFC tackled the crisis head-on with a bold, creative, and self-aware communication strategy. Just days after the crisis began, the company collaborated with its agency, Mother, to craft an apology campaign that turned public frustration into admiration.

The centerpiece of the campaign was a full-page advertisement published in the UK’s Metro and The Sun. The ad featured an empty KFC chicken bucket with its iconic logo rearranged to spell “FCK.” The visual was paired with a concise, humorous, and heartfelt apology:

  • Acknowledging Responsibility: The ad admitted the mistake, refrained from blaming DHL, and took full accountability for the logistical breakdown.
  • Expressing Gratitude: It thanked loyal customers for their patience and support during the crisis.
  • Providing Transparency: It briefly explained the nature of the problem and outlined steps being taken to resolve it.

The ad’s tone was playful and self-deprecating, perfectly aligning with KFC’s established brand voice. By directly addressing the issue with humor and humility, the company struck a chord with its audience, turning a potential disaster into an opportunity to strengthen its relationship with customers.

In addition to the print ad, KFC maintained a steady flow of updates on its digital platforms, including Twitter, where the brand continued to engage with customers in real-time. Tweets included jokes, progress reports on reopenings, and acknowledgments of the inconvenience caused. The transparent and personable communication helped humanize the brand and ease customer frustrations.

Video FCK Campaign Overview

Please review the campaign overview video and the initial print ad below…

The Results: A PR Triumph

KFC’s handling of the crisis became a case study in crisis communication, demonstrating how a bold and creative response can turn a negative situation into a marketing win. The FCK campaign was widely celebrated for its effectiveness, earning praise from both marketing experts and the general public.

  1. Restored Brand Trust: The campaign’s honesty and humor resonated deeply with customers, rebuilding trust and goodwill. Many saw KFC’s response as a refreshing departure from corporate defensiveness, which helped preserve the emotional connection between the brand and its audience.
  2. Positive Publicity: The FCK ad quickly went viral on social media and was widely shared by customers, influencers, and media outlets alike. The campaign garnered extensive media coverage, reframing the narrative from an operational failure to a marketing success.
  3. Industry Recognition: The campaign’s creativity and impact earned it prestigious accolades, including a 2019 Gold Cannes Lion for Crisis Management. This recognition cemented KFC’s response as a benchmark for how brands should handle crises.
  4. Minimal Long-Term Damage: Despite the closures and temporary backlash, KFC’s customer loyalty remained largely intact. Within months, brand perception metrics such as purchase consideration and overall sentiment returned to pre-crisis levels.

The KFC FCK campaign showcases the power of humor, transparency, and accountability in managing a brand crisis. By staying true to its brand identity and addressing the problem head-on, KFC was able to turn a logistical failure into a marketing triumph, solidifying its reputation as a bold and innovative brand. This case remains a testament to the value of creative and authentic communication in building and maintaining customer trust during difficult times.

Student Discussion Questions

  1. What were the potential risks of KFC’s decision to use humor and a provocative play on words in its “FCK” campaign? Do you think that the campaign could have alienated certain audiences or been perceived as unprofessional, especially as KFC appeals to many families.
  2. What were the potential rewards of KFC’s humorous and bold approach? In your response, consider how the campaign might have strengthened customer trust and engagement.
  3. In what ways did the FCK campaign demonstrate consistency with KFC’s brand personality? How important is maintaining a consistent brand voice during a crisis?
  4. What role did transparency and accountability play in the public’s positive response to the FCK campaign? How might public perception have differed if KFC had blamed its logistics provider?
  5. If you were a competing brand, how might you have leveraged KFC’s supply chain crisis to your advantage without appearing opportunistic?
  6. What lessons from the FCK campaign can other brands learn about managing a public relations crisis? Would this approach work in industries like banking and insurance, where humor and boldness are less common? Why or why not?
  7. If it was your decision as the CMO – would you have implemented the FCK campaign, or would you have opted for a less risky approach?
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