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Library/Campaign/KFC rotating Colonels
Grade B25 sourcesHIS-01671

KFC rotating Colonels

Campaign · 2015 · Niche

39Editable slideCertificate

Darrell Hammond's Colonel launch film reached 2.5 million YouTube views.

Original · KFC US / Wieden+Kennedy / Darrell Hammond
KFC resurrects Colonel Sanders for ads
Associated Press via CBS News
KFC Explores The Final Frontier With Colonel Rob Lowe
KFC via PR Newswire
Reba McEntire to play KFC's Colonel Sanders
Associated Press via CBS News
Official KFC press photo of George Hamilton as the Extra Crispy Colonel.
KFC
KFC: The Return of the Colonel | Wieden+Kennedy
Wieden+Kennedy

Spread Score

How it works
ReachNo data yetContagion35Breadth50Velocity10Longevity6039

Numbers

Seed to milestone
21 months
May 19 ’15 to Feb 5 ’17
Platforms
6
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • Mascot personaPrimary
  • Platform jump
  • Press loop
  • Controversy
  • Pairing

How it spread

Trace the origin

KFC revived Colonel Sanders with Darrell Hammond, then rotated celebrities in the role. Casting changes drew jokes, complaints and repeat coverage. By late 2017, KFC reported 11 consecutive quarters of same-store sales growth.

Documented milestone; not a measured attention peak.

Google searchesMar ’15JunSepDecMay ’16SepFeb ’17MayOctMar ’18SepMar ’19MilestoneYouTubePressFacebookXOpen webTV
YouTubePressFacebookXOpen webTV

13 more events on this chart

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Timeline (16)

  1. May 2015

    KFC US / Darrell Hammond seed · May 19 ’15

    KFC released Hammond's State of Kentucky Fried Chicken Address online.[1][2]

    Open the first post ↗

  2. Associated Press press · May 19 ’15

    AP covered the Colonel's return after about two decades away from KFC television ads.[3]

    KFC resurrects Colonel Sanders for ads

  3. Conan O'Brien Presents: Team Coco platform jump · May 20 ’15

    Conan's Facebook page joked about the timing of Colonel Sanders' comeback.[4]

  1. platform jump · May 22 ’15

  2. backlash · May 27 ’15

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Why it worked

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  1. 1
  2. 2
  3. 3

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Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

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How the next thing spread, the week it does.