Sophie Bennett
KFC has been facing competition from both established brands and smaller upstarts, and is leaning into its origin story as it attempts a 'Kentucky Fried comeback'. The brand has brought back Colonel Sanders, its founder-turned-mascot, as it tries to win back customers. KFC's newest ad campaign features Canadian chef and actor Matty Matheson interacting with the Colonel, and the brand has also revamped its logo. KFC has also added a chicken-and-waffles combo to its menu, promoting it with a TV spot that spoofs the famous dance scene from the film *Dirty Dancing*. The ad features Colonel Sanders and Mrs Butterworth of Mrs Butterworth's syrup.
| Characteristics | Values |
|---|---|
| KFC's founder | Colonel Sanders |
| KFC's founder's year of death | 1980 |
| KFC's founder's role in the company | Spokesperson, brand ambassador, and chef |
| KFC's current Colonel | Craig Fleming |
| KFC's previous Colonels | George Hamilton, Dolph Ziggler, Rob Riggle, Billy Zane, Rob Lowe, Ray Liotta, Christopher Boyer, Reba McEntire, Jason Alexander, Hafþór Júlíus Björnsson, Peter Weller, Sean Astin, Darrell Hammond, Norm Macdonald, Jim Gaffigan, Vincent Kartheiser, and many more |
| KFC's Colonel's year of return | 2025 |
| KFC's Colonel's role in the company | Mascot |
| KFC's Colonel's recent campaign | "The Colonel Lived So We Could Chicken" |
| KFC's Colonel's recent campaign goal | To emotionally connect with diners and drive more immediate sales |
| KFC's Colonel's recent campaign cost | Significant media investment |
| KFC's Colonel's recent campaign inspiration | QSR research that showed consumers view Sanders as a cultural icon |
| KFC's Colonel's recent campaign message | KFC is serious about winning back consumers |
| KFC's Colonel's recent campaign tone | Stern |
| KFC's Colonel's recent campaign co-star | Matty Matheson |
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What You'll Learn
- KFC's Colonel Sanders is back as the company tries to win back customers
- The Colonel's image has been synonymous with KFC since the first franchise opened
- The company has used a rotating cast of celebrities to play Colonel Sanders
- KFC's chicken and waffles were first introduced in 2020 and then removed for five years
- The waffle is Liège-style, denser and sweeter than a typical waffle
KFC's Colonel Sanders is back as the company tries to win back customers
KFC is bringing back Colonel Sanders as part of a multi-phased campaign to win back customers and return the brand to growth. The founder-turned-mascot has taken on a stern demeanour, scowling instead of grinning, to demonstrate his displeasure at KFC's poor performance and signal the company's commitment to winning back customers. KFC has faced declining sales in the US for five consecutive quarters, losing market share to larger competitors like Chick-fil-A and Popeyes, as well as smaller upstarts like Dave's Hot Chicken.
The latest campaign, titled "The Colonel Lived So We Could Chicken", features a national television ad campaign that highlights the brand's origin story and a serious Colonel Sanders. The ad, called "Obsession", recounts the meticulous process behind KFC's signature 11 herbs and spices recipe and chicken-frying technique. It co-stars celebrity chef and actor Matty Matheson, and will run on streaming platforms, MLB broadcasts on Fox, and YouTube. The campaign will also be promoted on social media platforms like TikTok and Instagram, as well as out-of-home advertising. KFC has also revamped its logo on billboards, signage, and social media channels.
In addition to the Colonel Sanders campaign, KFC is also focusing more on its food offerings. The chain has added original recipe chicken tenders and a chicken-and-waffles combo to the menu, along with fried dill pickle slices, which are currently trendy with Gen Z. KFC is also offering promotions like a ""free bucket" digital offer for orders over $15. With these initiatives, KFC hopes to emotionally connect with diners and drive immediate sales.
Over the years, Colonel Sanders has been portrayed by various celebrities, including Saturday Night Live alums Darrell Hammond and Norm Macdonald, actor Rob Lowe, country singer Reba McEntire, WWE wrestler Dolph Ziggler, comedian Rob Riggle, actor Billy Zane, and many others. Each celebrity has brought their own unique twist to the iconic role, from Rob Lowe's astronaut spin to Reba McEntire's musical spot. KFC's decision to bring back Colonel Sanders demonstrates the brand's commitment to reconnecting with its roots and winning back customers during this ""Kentucky Fried comeback".
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The Colonel's image has been synonymous with KFC since the first franchise opened
Colonel Harland Sanders founded KFC (originally known as Kentucky Fried Chicken) in the 1930s, selling fried chicken from his roadside restaurant in Corbin, Kentucky. He was the first to sell chicken in a bucket, and his franchise model pioneered the fast-food industry. The first Kentucky Fried Chicken franchise opened in Salt Lake County, Utah, in 1952, and by 1963, KFC's popularity had reached unprecedented levels, with around 400 stores across the US and Canada.
Even after selling the company in 1964, Sanders remained a prominent figure in the business, travelling 200,000 miles a year on the company's behalf and filming many TV commercials and appearances. He retained influence over executives and franchisees, who respected his culinary expertise. The Colonel's image has been synonymous with KFC since the first franchise opened, and his white suit and black clip-on bow tie are iconic. Sanders' personality was also larger than life, and he was known for his colourful language when a restaurant served what he deemed to be sub-par food.
KFC has continued to use Colonel Sanders as a mascot in its advertising and branding, often portrayed by celebrities such as George Hamilton, Rob Lowe, Reba McEntire, and Darrell Hammond. In 2017, KFC released a 96-page romance novella, Tender Wings of Desire, featuring Sanders as the love interest. The Colonel has also appeared in popular fiction, including DC Comics and a free video game called I Love You, Colonel Sanders!
Today, KFC has around 30,000 locations in more than 147 countries, and the Colonel's image remains widely used in the company's advertising. The brand has recently staged a ''Kentucky Fried comeback', once again calling on the Colonel to lure diners back to the chain.
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The company has used a rotating cast of celebrities to play Colonel Sanders
Harland Sanders, the founder of KFC, initially developed his "Colonel" persona as a low-cost marketing tool. The Colonel's image has been used extensively in the chain's advertising, with the company relying on a long-running gimmick of hiring big-name celebrities to play the character. This gimmick has included a rotating cast of celebrities, with each new Colonel connecting KFC with different audience segments and generating fresh buzz.
In 2015, Darrell Hammond, known for his talent as an impressionist, played Colonel Sanders in KFC commercials. Three months later, comedian Norm Macdonald took over the role, with his first ad directly referencing the Hammond campaign, showing a brief piece of footage of Hammond followed by Macdonald's Colonel declaring his predecessor an impostor.
In 2016, George Hamilton, known for his tan, portrayed the "extra crispy Colonel" to promote KFC's extra crispy chicken meal. WWE wrestler Dolph Ziggler also dressed up as Colonel Sanders in a wrestling ring, beating up a man in a chicken suit. In September 2016, comedian Rob Riggle played Sanders in an ad introducing a football team named "The Kentucky Buckets".
In 2017, actor Billy Zane played the "Solid Gold Colonel" to advertise their "Georgia Gold Honey Mustard BBQ" chicken offerings. In April of the same year, actor Rob Lowe was announced as the newest Colonel Sanders. Lowe had actually met Harland Sanders as a child. WWE continued to use Colonel Sanders in 2017, with ads of Shawn Michaels and Kurt Angle playing him.
In 2018, country music singer Reba McEntire was selected to be KFC's first female Colonel Sanders, debuting in a commercial promoting the fast-food chain's new "Smoky Mountain BBQ" chicken. In August of the same year, former Seinfeld star Jason Alexander was named the new Colonel Sanders, starring in a ''90s sitcom-themed spot".
In 2019, actor Peter Weller reprised his role of RoboCop in the guise of Colonel Sanders, and Sean Astin played a Rudy Ruettiger version of the Colonel to commemorate the beginning of the NFL season.
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KFC's chicken and waffles were first introduced in 2020 and then removed for five years
KFC's chicken and waffles were first introduced in 2020 and then removed from the menu for five years. The dish was brought back in 2025, with the chain promoting a "free bucket on us" digital offer. The return of the menu item was accompanied by a national television ad campaign featuring Colonel Sanders, the founder of KFC and a beloved brand mascot.
Sanders has been the symbol of KFC since its inception, even after he sold the company. He travelled 200,000 miles a year on the company's behalf and appeared in many TV commercials. Sanders was known for his strong opinions about the food, and he retained influence over executives and franchisees, who respected his culinary expertise.
In the past, KFC has hired celebrities to play Colonel Sanders in its ad campaigns, including Darrell Hammond, Norm Macdonald, Rob Lowe, and Reba McEntire. The 2025 campaign, however, focuses more on the food and less on a casting gimmick. It aims to emotionally connect with diners through the return of Colonel Sanders while also driving sales with promotions and new menu items.
KFC's chicken and waffles combine two fan favourites: the chain's Nashville Hot Chicken and its Kentucky Fried Chicken & Waffles. The dish offers a unique take on a fried chicken sandwich, with a juicy chicken fillet topped with Nashville Hot sauce and sandwiched between two waffles. The waffles are Belgian Liege-style, known for their small, dense structure and subtle glaze of pearl sugar, resulting in a sweet, crispy texture.
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The waffle is Liège-style, denser and sweeter than a typical waffle
KFC is staging a '
The chicken and waffles combo was brought back after a five-year hiatus. The waffle is Liège-style, denser and sweeter than a typical waffle. It has a subtle glaze of pearl sugar that caramelizes, forming a thin crust when cooked. The waffle, even when doused with syrup, has a sweet, crispy texture. Liège waffles are made with a dough similar to brioche, and the final product is rich and sweet from the use of Belgian pearl sugar. The dough is mixed with a stand mixer, such as a Kitchenaid or Bosch, and can be made ahead of time and stored in the freezer or refrigerator. The waffle iron should be preheated and generously greased with cooking spray. The dough is then cooked one piece at a time, with each piece placed in the middle of the waffle iron. Liège waffles can be served immediately with toppings such as chocolate, fruit, or whipped cream, or stored in an airtight container at room temperature for up to two days.
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Frequently asked questions
Colonel Sanders is the founder of KFC and its brand ambassador.
Actor Craig Fleming plays the KFC colonel in the chicken and waffles ad.
No, KFC has not always had a celebrity play the colonel. In 2018, for the chicken and waffles ad, the colonel was played by a non-celebrity actor, Craig Fleming.
KFC's decision to have a non-celebrity play the colonel was likely influenced by the ad's creative concept, which spoofed the famous dance scene from the film "Dirty Dancing." The ad, therefore, required an actor who could embody the role of the colonel while also executing the dance choreography.
Yes, in 2018, singer Reba McEntire became the first woman to play the colonel in a joyful musical spot.
