• by Teresa Buyikian , Yesterday

As the Chicken Wars have raged on the last several years, the 75-year-old KFC  hasn’t fared quite so well in the battle. A recent Food Republic ranking of the top fried chicken QSRs in the U.S. ranked KFC dead last, beat out by every other chain in the U.S. including Chick-fil-A, Popeye’s and Raising Cane’s.

KFC is attempting to turn public perception around with its new "Comeback" marketing effort. Customers are prompted to revisit KFC with a "Free Bucket On Us" digital offer, available only on KFC.com and the KFC app, with a $15+ purchase. After customers order their free bucket, KFC is requesting customers “tell us what you think and help co-create this comeback.”

"We're well aware of the latest fried chicken rankings, and I'm fired up to launch a Kentucky Fried Comeback and remind America exactly who we are. If people can give their ex a million second chances, I hope our fans can give us one," said Catherine Tan-Gillespie, president of KFC U.S., in the announcement. "By listening to our customers and addressing feedback, we'll reclaim our rightful place in the fried chicken game we started.”

The brand says it has made “great strides in operations that have driven improvements in the brand's taste and customer satisfaction scores.” The new TV creative drives the message home by featuring a new, much more serious Colonel Sanders, who now is a way more of a Zaddy as compared to his former self.

In "The Colonel Lived So We Could Chicken," spot, seen here, chef and actor Matty Matheson joins the Colonel as he obsesses over every detail of his 11 herbs and spices original recipe fried chicken. He defends his recipe, even resorting to beating up a lawyer who dares challenge the originality in a court of law. Gravy is also his obsession, as he shucks a pot of subpar gravy over a diner counter.

The campaign, created with agency Highdive, runs nationally on broadcast and streaming TV as well as online and on KFC’s social platforms.

The brand has also revamped its Colonel logo with a sterner expression, “indicating KFC is serious about winning back the hearts (and stomachs) of its fans.”

"The Colonel would not be happy about our market share, and we're serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken. We won't smile until our customers do," added Tan-Gillespie.

The chicken chain is has also recently added fried pickles to its menu, which can pair with the brand’s new “Comeback Sauce.”