KFC wanted their own version of "I'm Lovin' It"—a line with a positive, yet open-ended meaning—when they asked for their first-ever global tagline and positioning. That meant it had to make sense next to a fried drumstick in Shanghai or a grilled chicken breast in Sheboygan, WI.
We came back with "So Good." Two simple words that come to mind when you bite into the perfect piece of chicken… or describe KFC's secret recipe… or chose something healthy… or do something positive in your community… or...
The line and platform continue to be used by KFC's agencies across 6 continents and in dozens of languages.
Client: Yum! Brands