At Christmas 2023 KFC wanted to drive purchase of a new premium priced burger, while also growing brand consideration, but KFC didn’t have a natural role to play at a season associated with turkey. The brand found its place not by responding to requests to sell a turkey product, but by running advertising that affirmed perceptions of its expertise in cooking chicken. The results included an improvement in consideration and above-forecast sales. It is estimated that, compared to a campaign in 2021, KFC’s Christmas 2023 advertising generated a 50% higher revenue ROI, with 60% of sales attributable to its brand building impact.