In 2009, following three years of growth driven by taste-centric communications, KFC faced challenging sales targets. To meet these, KFC had to attract a wider audience who were currently not visiting because of concerns about the quality of KFC’s food. In order to build quality credentials, the ‘Fresh’ campaign was launched, offering viewers a behind-the-scenes look into KFC stores, allowing them a first-hand view of KFC’s dedication to fresh chicken and fresh preparation. The revised communications model achieved incremental sales revenue of £191.4m, for a return on marketing investment of 5.32:1.