In 2005, as health concerns mounted among the general public, KFC was losing penetration, sales and market share, so the communications task was to bring lapsed users back to the brand. It was decided that consumers should be reminded of the irresistible taste of KFC. Using a combination of measures, the campaign demonstrated that advertising is a key driver of recovery, generating £328.05 million in incremental sales and payback of £4.30 incremental profit every £1 spent