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 .