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Critics Eat Grilled Crow Over KFC Bashing

  • Ad Age, Thursday, July 16, 2009 10:57 AM
Early returns on Kentucky Grilled Chicken show heavy trial and strong repurchase intent, Emily Bryson York reports, despite widespread carping in the industry about staid creative and a seemingly botched promotion on "Oprah."

"This has to be the best product launch in our history," says Yum CEO David Novak. "And I don't know of any of our product in our industry that has changed the brand so much for the good."

Technomic president Ron Paul says he'd be encouraged by the numbers, too, but warns that it's really too early to celebrate. As strong as the trial numbers are, he says, "purchase intent and what people do are often different."

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