After years of falling behind in the chicken wars, KFC is flipping the script—literally. With the help of Chicago-based agency Highdive, the fast-food giant is launching its most ambitious rebrand in years. Titled “The Colonel Lived So We Could Chicken,” the campaign signals a return to KFC’s bold, flavor-forward roots—and aims to shake off its recent image as the sleepy grandpa of fast food.
Consumer research revealed a paradox at the heart of the brand. While 90% of non-customers expressed positive feelings about KFC and would be sad if it disappeared, many still viewed it as outdated, bland, or boring. In fact, KFC ranked dead last in perceived flavor among QSR chicken brands.
“We’re well aware of the latest fried chicken rankings and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are. If people can give their ex a million second chances, I hope our fans can give us one,” said Catherine Tan-Gillespie, President, KFC U.S. “By listening to our customers and addressing feedback, we’ll reclaim our rightful place in the fried chicken game we started. Come back and give us a shot—your first bucket’s on us.”
So what’s the plan? Embrace the icon. KFC discovered that 88% of Americans still view Colonel Sanders as a uniquely American figure—an underdog who built something legendary with grit and grit alone. The comeback strategy taps into that nostalgia while rewriting the narrative around flavor. The comeback is on. Watch below:
The Rollout
The multi-chapter launch is already in motion:
- July 11 – The Colonel’s smile turned serious on store signage, social media, and buckets—a visual clue that change is coming.
- July 14 – A slick, cinematic :60 spot debuted in movie theaters and on streaming platforms and FOX MLB games.
- July 17 – The full :75 anthem drops on YouTube, triggering a nationwide treasure hunt built around the brand’s most famous mystery: the 11 herbs and spices.
The Secret Recipe Hunt
At the heart of the campaign is an interactive challenge: 11 puzzles are hidden within the launch film, with difficulty ranging from Wordle to “borderline quantum physics.” Cracking the code earns participants 11 months of free KFC.
One clue is tucked into chef Matty Matheson’s tattoo, a nod to doing things the hard way, just like Colonel Sanders.
Bigger Than a Rebrand
This isn’t just a marketing push—it’s a full-blown brand repositioning. KFC is ditching its passive nostalgia in favor of a louder, risk-taking identity rooted in flavor, hustle, and pride. The campaign spans cinema, streaming, TV, digital, social, radio, influencers, and in-store activations—with serious media weight behind it.
For Highdive, it’s another example of crafting smart, character-driven campaigns that move the cultural needle. For KFC, it’s a chance to go from being a fond memory to a must-have meal again.
Let the comeback begin.
CREDITS:
BRAND: KFC US
- President: Catherine Tan Gillespie
- Brand Director: Tori Carter
- Brand Manager: Abigail DeSpain
- Brand Manager: Stephanie Ibanez
- Brand Manager: Anna Faktorovich
AGENCY: Highdive
- Group Account Director: EB Jackson
- Account Director: Arianna Coxe
- Account Director: Danielle Murphy
- Account Executive: Amber Mekled
- Account Executive: Nicole Hill
- Business Affairs Director: Kelley Beaman
- Business Affairs Manager: Brenna Alfano
- Strategy Director: Jamie Kohler
- Strategy Director: Marisa Rondinelli
- Strategy Director: Erin Wong
- Executive Producer: Lindsay Vetter
- Head of Production: Jen Passaniti
- Producers: Kamerin McAllister, Abby Merhar, Emily Addy
- Copywriters: Frank Viglione, Andy Frank, Kate Sheehan
- Art Directors: Gaby Bates, Ryan Almond
PRODUCTION COMPANY: Reset
- Directors: Dorian & Daniel
- Executive Producer: Megan Moore
- Managing Director: Dave Morrison
- Head of Production: Jen Bilec
- Line Producer: Kristin Porter
- Production Designer: Freyja Bardell
- Costume Designer: Astrid Gallegos
- Director of Photography: Christophe Collette
- Grip: Derrick Armand
- Lighting: Nizar Najm
- Supervisors: Cesar Villasenor, Ashley Rabin
POST/VFX: Parliament
- Executive Producer: Brandon Thomas
- Producers: Kate Matos, Kat Maidment, Ashley Goodwin, Anna Borysewicz
- Creatives:
- Yuichiro “Yama” Yamashita
- Taner Besen
- Nick Hiatt
- Matthew Maude
- Liam Jurkowich
- Kevin Gillen
- Kay Khanna
- Juan Carlos Barquet
- Jakob Hill
- Edgar De La Torre
- Dan Bodenstein
- Cesar Zambelli
- Ashley Thomas
- Alex Koester
- Adam Deutsch
POST / VFX: 1986
- Executive Producers: Mike Trivosonno, Larissa Berringer
- Producer: Paige Buschkoetter
- Editor: Carlos Lowenstein
- Edit Assistants: Lilly Beck, David Soto
- Flame Artists: Jeff Kyle, Rex Carter
- Flame Lead: Randy McEntee
MUSIC/SOUND: Another Country
- Executive Producer: Louise Rider
- Managing Director: Tim Konn
- Sound Designer: Peter Erazmus
- Audio Assistants: Brett Rossiter, Lucas Hansa
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