How KISS helped KFC challenge perceptions and build trust
Bauer Media hosted a session at AdWanted鈥檚 Future of Media London event, about the innovative community driven partnership between KFC UK&I and KISS.
KISS presenter Tyler West鈥攚ho helped bring the campaign to life on his drivetime show鈥斅� joined Danielle Ruggles, Brand Fame & Trust Lead at KFC UK&I, Rebecca Frank, Content Director at KISS, and Krissie Ford, Group Client Director at Bauer Media. Together, they highlighted how the partnership goes beyond traditional radio spots and media sponsorships to challenge perceptions, build trust, and push creative boundaries.
The campaign saw KFC and KISS team up to support young people and their futures, building on the fantastic work KFC is doing through its community impact programmes, working with Hatch, the KFC Youth Foundation, and its food donation programme in partnership with FareShare. Danielle remarked, it鈥檚 鈥渋mportant that we tell these stories鈥�, adding that working with KISS makes it 鈥渁uthentic but also entertaining… it needs to be something people want to watch otherwise it鈥檚 not going to land鈥�.
With the partnership in its fourth year, Tyler asked Krissie what it is about radio that fosters long successful partnerships, with Krissie replying 鈥渁t Bauer it鈥檚 all content, it鈥檚 not commercial鈥� we set out from the beginning that in order to do this right, we needed to be honest and have those difficult conversations with each other鈥�. She also added that radio provides the 鈥渁gility and flexibility鈥� that鈥檚 crucial for ensuring sensitive content is handled with care, particularly when working with contributors from KFC鈥檚 community support programmes.
As Tyler wrapped up the session, he asked about the results from the campaign with Danielle expanding that 鈥渨hilst it鈥檚 great to talk about the power of the partnership鈥�, the results also speak for themselves. Adding that 鈥渁fter just a couple of months, the campaign saw a massive increase in public perception of the brand which, a key objective of the campaign which also ties in with an increase in consideration too鈥�.
The partnership shows how radio can drive good in local communities, whilst changing perceptions, building trust, and delivering business outcomes. Proving, with the right ingredients, you can cook up a great partnership.
You can catch Tyler and hear more from the KFC partnership every weekday from 4 to 7pm on KISS.
