Kraft Foods, Kentucky Fried Chicken Debate Brand Changes

In an effort to change with the times, and perhaps boost lagging sales, two major food companies have opted to make a few brand changes recently – but consumers may not be buying it.

Food distributor Kraft Foods announced in February the release of a new logo for their products, evolving from their standard recognized red, white, and blue logo to a more contemporary look, featuring swishes and multi-colors. According to Kraft chief marketing officer Mary Beth West, the latest logo is an attempt by Kraft to distinguish between its corporate and product brand identity. The redesigned logo features a new slogan, “Make today delicious,” and an upward, red smile exploding into an array of seven “flavor bursts.”

Earlier this week, though, Kraft released another version of the logo, perhaps in response to consumer voices. Could it be a case of ‘If it ain’t broke, don’t fix it?’ You can decide for yourself – graphics website Under Consideration takes a look at the logos here.

Another food company recently under fire for identity changes is KFC, also known as Kentucky Fried Chicken. It seems consumers were dismayed with the search for a new spokesperson for their Kentucky Grilled Chicken. In June, KFC announced a national competition, looking for an “Ultimate Kentucky Grilled Chicken Fan” to be the new face of KFC, with a winner receiving  Kentucky Grilled Chicken for life. Customers of the nationwide chicken joint, however, had a different idea, with 96% of KFC site visitors voting to keep the traditional Sanders image.

“The votes are in and America has sent a very clear message that while they love our new Kentucky Grilled Chicken, there is only one face they want to see on their KFC buckets: Colonel Harland Sanders,” said Javier Benito, executive vice president of marketing and food innovation for KFC. “We’re very excited about naming the ‘Ultimate Kentucky Grilled Chicken Fan’ and the winner will receive some great prizes, but the space on our famous bucket is going to remain reserved for the Colonel.”

~Jennifer Heigl

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