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KFC advertising
KFC has been an extensive advertiser since the establishment of the first franchise in 1952.
Founder Colonel Sanders initially developed his "Colonel" persona as a low-cost marketing tool. The Colonel's image is still used extensively in the chain's advertising.
The chain is well known for the "finger lickin' good" slogan, which originated in 1956.
Colonel Sanders was a key component of KFC advertising until his death in 1980. He made several appearances in various B movies and television programs of the period, such as What's My Line? and I've Got a Secret. Jack Massey described him as "the greatest PR man I have ever known". KFC franchisee and Wendy's founder Dave Thomas credited Sanders' appeal to the fact that he "stood for values that people understood and liked".
Since his death Sanders has remained a key symbol of the company; an "international symbol of hospitality".
In 1994, KFC hired actor Henderson Forsythe to portray the Colonel in a television campaign entitled "The Colonel's Way". The $18.4 million campaign from Young & Rubicam used black and white visuals. The campaign was deemed unsuccessful and was ended.
From May 1998, an animated version of the Colonel, "boisterously" voiced by Randy Quaid and animated by Klasky-Csupo of Rugrats fame in collaboration with Wang Film Productions, was used for television advertisements. KFC chief concept officer Jeff Moody said they "provide a fresh way to communicate our relevance for today's consumers". The animated Colonel was dropped in 2001 in the US, and in 2002 in the UK. In 2012, a UK advertisement entitled "4000 cooks" featured an actor made up to resemble Sanders.
Beginning in May 2015, Darrell Hammond began playing a live-action Colonel Sanders in KFC commercials. Three months later, KFC launched a new campaign with comedian Norm Macdonald portraying Sanders; the first ad of the campaign makes direct reference to the Hammond campaign, with a brief piece of footage of Hammond followed by Macdonald's Colonel declaring his predecessor an impostor. Jim Gaffigan then began playing Sanders in February 2016, with his first ads stating that Macdonald's Colonel was another impostor. George Hamilton began appearing as "The Extra Crispy Colonel" in July 2016, with no transition referencing Gaffigan's Colonel. Later, in September 2016, Rob Riggle began appearing as a new Colonel Sanders, the coach of the fictitious "Kentucky Buckets" football team, again with no transition. In October 2016, Vincent Kartheiser appeared in another campaign as the Nashville Colonel, a younger 'Heartthrob' take on the character.
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KFC advertising
KFC has been an extensive advertiser since the establishment of the first franchise in 1952.
Founder Colonel Sanders initially developed his "Colonel" persona as a low-cost marketing tool. The Colonel's image is still used extensively in the chain's advertising.
The chain is well known for the "finger lickin' good" slogan, which originated in 1956.
Colonel Sanders was a key component of KFC advertising until his death in 1980. He made several appearances in various B movies and television programs of the period, such as What's My Line? and I've Got a Secret. Jack Massey described him as "the greatest PR man I have ever known". KFC franchisee and Wendy's founder Dave Thomas credited Sanders' appeal to the fact that he "stood for values that people understood and liked".
Since his death Sanders has remained a key symbol of the company; an "international symbol of hospitality".
In 1994, KFC hired actor Henderson Forsythe to portray the Colonel in a television campaign entitled "The Colonel's Way". The $18.4 million campaign from Young & Rubicam used black and white visuals. The campaign was deemed unsuccessful and was ended.
From May 1998, an animated version of the Colonel, "boisterously" voiced by Randy Quaid and animated by Klasky-Csupo of Rugrats fame in collaboration with Wang Film Productions, was used for television advertisements. KFC chief concept officer Jeff Moody said they "provide a fresh way to communicate our relevance for today's consumers". The animated Colonel was dropped in 2001 in the US, and in 2002 in the UK. In 2012, a UK advertisement entitled "4000 cooks" featured an actor made up to resemble Sanders.
Beginning in May 2015, Darrell Hammond began playing a live-action Colonel Sanders in KFC commercials. Three months later, KFC launched a new campaign with comedian Norm Macdonald portraying Sanders; the first ad of the campaign makes direct reference to the Hammond campaign, with a brief piece of footage of Hammond followed by Macdonald's Colonel declaring his predecessor an impostor. Jim Gaffigan then began playing Sanders in February 2016, with his first ads stating that Macdonald's Colonel was another impostor. George Hamilton began appearing as "The Extra Crispy Colonel" in July 2016, with no transition referencing Gaffigan's Colonel. Later, in September 2016, Rob Riggle began appearing as a new Colonel Sanders, the coach of the fictitious "Kentucky Buckets" football team, again with no transition. In October 2016, Vincent Kartheiser appeared in another campaign as the Nashville Colonel, a younger 'Heartthrob' take on the character.