Once an iconic American brand, KFC was all but forgotten, having suffered a decade of declining sales. To relaunch this brand, our strategy was to remind people of what makes KFC so special. This meant re-introducing a new generation to the greatest chicken salesman the world has ever seen: KFC’s founder, Colonel Sanders. On TV, rotating celebrities portrayed the Colonel, including our first female Colonel: country music star Reba McEntire. Everytime we announced a new Colonel, we generated a frenzy of PR coverage. As the ultimate showman, the Colonel has done unexpected things to promote KFC, like: launching a chicken sandwich into space, writing a romance novel for Mother’s Day, opening a KFC eStore, and even making a VR game to teach you how to make KFC. Once again, KFC is back in pop culture. Best of all, the campaign has driven twelve straight quarters of sales growth.