Colonel Ritson: How KFC’s marketers turned a chicken crisis into a brand triumph

What’s in three little letters? Well the short answer is that they may spell out the best bit of marketing of 2018.
In November 2017, when logistics company DHL won the KFC account, it promised to “rewrite the rule book” and “set a new benchmark” for delivering chicken. Having finally taken over the account earlier this month it appears both objectives have been achieved, but perhaps not in the manner KFC or its new partner might have hoped.
It quickly became appar