MARKETING
Not addressing that proactively in comms was an opportunity missed for a brand with a great track record of delivering brave work.
Listen: Be Agile
KFC deserve a lot of credit, as the crisis escalated and competitors had some fun joining the conversation, KFC listened, took feedback, and pivoted to a stronger message. The company has confirmed they are kicking off a project to source potatoes from Kenyan farmers. In their latest announcement KFC emphasized they source locally for other ingredients such as poultry, vegetables, and ice cream. This is a great space for KFC to drive the conversation. They can reinforce all of the local produce that they already purchase and set up a mechanism for Kenyans to help solve the potato sourcing themselves.
In markets across Africa the entrepreneurial flair and skills of our consumers are unmatched. Where there is an issue with a profitable outcome to shoot for, you can be sure consumers and communities will find a solution.
“ Consumers are increasingly environmentally conscious, consumers want to buy local, and consumers expect brands to support the communities in which they operate. The consumer cares, and so should we.”
KFC can blow this message up, working with suppliers and government to turn a tough few weeks into a big PR win.
The Year of Logistics
The KFC experience is one we might all face in 2022. There is no sign of a return to normal for global shipping. Those of us in FMCG are going to suffer product stock outs and raw material shortages. There is a lot that we can all learn from the KFC example. Firstly, as marketers this is the year to become product obsessed and become comfortable understanding exactly how your brand is made, where the raw materials come from and where you might be vulnerable to disruption. Consumers really care, so we have must too.
Secondly, if the worst happens getting the right message to consumers in an honest and relevant way is critical. We need to understand how consumers will react, where we might be vulnerable, and be transparent with our communications.
Finally, 2022 is another year where agility will get rewarded. We will all make missteps, but if we listen to consumer feedback marketing can be the department that turns corporate challenges into big brand wins. ■
Graham Villiers-Tuthill is the Marketing & Innovations Director, East African Breweries Limited. You can commune with him on this or related matters via email at: Villierg @ gmail. com or Twitter: @ graham-vt.