Hasta La Creative!

Fast food chains can’t seem to be getting enough of resurrecting dormant mascots.

First McDonald’s brought back a slimmed-down Hamburglar for a limited-time promotion, and now KFC, which is celebrating its 75th anniversary this year, is bringing back Colonel Sanders, who has been dead for nearly 35 years. According to a spokeswoman, the Colonel — or actors who played him — hasn’t appeared in ads since 1994, though an animated version of him ran until 1998. Consumers will see the new Colonel online, in social media, on broadcast and in stores as part of an effort to update the chain’s image.

The brand refresh is the first major work from KFC’s new agency, Wieden & Kennedy, which picked up the account earlier this year from FCB. The push includes a marketing blitz with the new Colonel played by “Saturday Night Live” alum Darrell Hammond, store remodels, new packaging, new menu items, a new KFC.com and a “reinvented” ColonelSanders.com, which gives the history of the Colonel in all his different iterations.

Continue reading at AdAge.com