Intention
KFC wanted clarity on its evolving role in British culture — and how under-25s from diverse communities now see, use and talk about the brand in an increasingly competitive QSR market.
The Insight
We ran a blended qual programme:
In-store sessions ("First We Feast") capturing real behaviour and language
Digital diaries to surface routines, cravings, trade-offs and perception shifts
Creative CrossCheck workshops to test/correct comms through youth eyes
Impact
Strategic Repositioning: Our insights highlighted the need for KFC to refocus on product excellence, reinforcing its unique appeal in an evolving market.
Creative Validation: KFC's 'Love at First Bite' campaign was tested and validated with diverse youth audiences, ensuring cultural resonance and authenticity.
