photo by steed media service

Marketing for one of the largest restaurant chains in the world requires a unique approach, and Jermaine Higgins, multicultural marketing manager for Kentucky Fried Chicken, always thinks outside the box … or bucket, as it were.

“The one thing that drove me to marketing is having a thought in your head and seeing it come to life,” says Higgins. “It’s about planning for tomorrow and creating the promotions and advertising strategies to connect with [the consumer].”

KFC strongly believes in direct input from the public for their products. Higgins pays attention to African American and Hispanic consumers.

“We include consumer insight heavily; it’s there from Day One,” he explains. “We’re really customer-driven, so every time you see a national promotion, it’s based off of what our consumers are asking for — even at the price point. It’s all driven by how consumers want to see it. It allows us to think strategically from the consumers’ perspective.”

Higgins’ ear for the consumer’s voice is a big part of one of KFC’s latest projects, KFC Pride 360, a compilation of hot, new artists that reflect the company’s commitment to touching urban America. Higgins understands the importance of reaching out and staying ahead of the curve.

“One challenge for me is creating that out-of-the-box approach and keeping it within the organization’s [framework,]” says the Kentucky-born, Atlanta-raised Higgins. “As a corporation, you have to go after what you want and be aggressive.” todd williams - todd williams

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