Social poetry contest helps KFC come back in China

03/13/2013 | Advertising Age (tiered subscription model)

Yum! Brands reported better-than-expected February sales at KFC units in China, driven in part by a social-media poetry contest asking contestants to create works using the phrase "The chicken are innocent." The chain, which saw sales slide after media reports late last year that some suppliers had sold the chain chickens containing antibiotics and hormones, also mounted a safety, education and transparency campaign dubbed "Operation Thunder."

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