This case describes a four-year strategy by KFC Australia to communicate the brand’s unapologetic and 'larrikin' free spirit personality whilst maintaining a focus on value and new products. Its aims were to improve recall of communications, restore brand health, and grow sales. Evidence is presented that KFC’s scores on trust and preference increased. Before COVID struck, penetration within the previous four weeks had increased to 48%, from 35% in 2016, and annual sales growth rose from 4.6% to 7.5%. Over the return, KFC communications returned AUS$3.20 for every $1 invested.