KFC’s "FCK" apology ad won a silver and three gold Lions at the Cannes festival last week. But not long ago the fast-food business was "on its knees," said Meghan Farren, chief marketing officer for KFC UK & Ireland.
Earlier this year a chicken supply shortage shut down most of KFC’s UK stores. Mother London created an apology ad that inverted the letters of the brand’s name, taking a boldly honest and humorous approach to what it called "a hell of a week."
Winning awards "was never the point," said Mother partner Hermeti Balarin. "We were very deep into the crisis, thinking about apologising to people and making up for letting so many people down."
The campaign worked because it allowed people to emphathise with the brand.
"Brands are like people," Farren said.
Watch the video above for more on KFC’s lessons from its award-winning campaign.