The EAD Strategy
In 2018, when KFC branches in England were forced to close due to a supply chain error that left them without chicken, consumers were extremely frustrated.
At that moment, KFC released a brilliant advertisement. They took the word consumers were likely thinking (F*CK), rearranged it to "FCK," and used it in their campaign. This simple move turned the narrative around and successfully resonated with the public. It is a strategy worth noting.
When addressing public issues for which you bear responsibility, the most effective path forward is to own the situation, be transparent, and stand with the people.
Say what the public is thinking before they do.
Empathy, Authenticity, and De-escalation (EAD) The Strategy of Empathy, Honesty, and De-escalation.
Original form Image "We apologize. A chicken restaurant without chicken is not what we stand for. We apologize deeply to our customers, especially those who traveled from afar, only to find us closed. We are also incredibly grateful to our team members and franchise partners who are working tirelessly to improve the situation. Although this has been an incredibly difficult week, we are doing our best. Fresh chicken is being delivered to our restaurants daily. Thank you all for your patience. To find the status of your nearest restaurant, please visit kfc.co.uk/crossed-the-road."
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