Mired with struggling sales in North America and inconsistent and often confusing menu offerings, KFC approached us with the task of creating their first ever global tagline and positioning.

With "So Good," we created a platform that could speak to both KFC's famous recipe as well as the visceral, emotional reaction associated with biting into a perfect piece of chicken. The platform continues to serve the multitude of agencies who produce work across 6 continents in dozens of languages.