KFC India just got Colonel Sanders in the forefront of their marketing campaign. Colonel also recently made appearance at India Gate, Delhi. Going through KFC new marketing campaign looks like you will see a lot of him. So we decided to discover who is Colonel Sanders, and why is he so important to KFC?
When you hear KFC whether you are non-vegetarian or vegetarian you can recall a old guy with glasses and goatee, apart from the tiger licking good fried chicken Off-course. Well that friendly old face that is Colonel Sanders, and today we are going to tell you how he came about and who is he to declare 6th July as the National Chicken Day.
Well Colonel Sanders was the founder of KFC off course, but did you know he did not start KFC until he was 62. Before 1952, when the first ever KFC came to be, Colonel was running a small restaurant in Corbin, Kentucky from about 11 years. In 1952 he sold his restaurant and hit the road for 3years to open KFC around the USA and by 1956 about upto 600 restaurants were serving Colonel fried chicken. Remember all of these were not KFC outlets, these the already standing restaurant that featured Colonel recipe of chicken.
Off course Colonel would spend days sleeping in his car outside these restaurant making sure the restaurant has perfected the recipe before he moved ahead. If you want to know when he made his billions, well this story might be a turn down, as Colonel sold his to a bunch of investor in $2 million dollar, but don’t feel sad about him as he retained control of operations in Canada, and he became a salaried brand ambassador for Kentucky Fried Chicken.
Since the very early Colonel has been the face of the company. Even investor realised that Colonel friendly face appeals to families and is essential to the brand.
So why KFC new marketing campaign is filled with Colonel Sanders, you ask? To be honest 14 other people all over the world play Colonel. Director marketing, KFC India, Moksh Chopra says "We realised that the QSR industry was beginning to get cluttered, wherein all brands were shelling out similar communication to target essentially the same set of consumers. As a result, all brands were starting to look alike.” And "Given that our food and our iconic founder are so distinctive, we wanted to extend that distinctiveness to our approach and communication as well,”.
Make sense doesn’t it? 'KFC LAND' with elements like Colonel Sanders definitely draws attention and makes us intrigued and wanting for good old Colonel Sanders Finger lickin' good Kentucky Fried Chicken.