KFC Preps New Quality Assurance Ad Campaign in China
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KFC is plotting a major consumer ad push in China next month as it battles increased competition and struggles to regain consumers trust that its chicken products are safe.
The company in November will introduce a new KFC advertising campaign in China about quality assurance, CEO David Novak said on a conference call. It’s not a highly original approach but one that KFC is hoping will resonate with Chinese consumers: The ads will feature store employees and suppliers such as poultry farmers, he said.
The move comes as parent Yum Brands — in part due to its woes in China — said third-quarter profit fell 68%. Net income decreased to $152 million, or 33 cents a share, from $471 million, or $1, a year earlier, the Louisville, Kentucky-based company said in a statement. It also cut its 2013 earnings forecast as same-store sales dropped in the Asian nation.
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