KFC is one of the most successful MNC brands in China. From its market entry and first store opening in 1987, YUM China has grown into China’s largest QSR operator with over 8,000 outlets nationwide. Ogilvy has accompanied the KFC brand in China since 1994, working in close partnership to not only establish one of China’s strongest brands, but also constantly re-invent the brand to attract new audiences and fit new tastes and trends. KFC has become a household name in China - a brand that has truly adapted to the Chinese digital ecosystem by incorporating technology innovation into their restaurants and successfully turned into one of China’s largest delivery businesses. Over the years, Ogilvy has worked on many iconic marketing campaigns for KFC China. For example, since 2017, a series of Chinese New Year brand marketing campaigns have been launched every year around the theme of "The Power of Beginnings". The first installment featured actor Huang Bo, who through his heartfelt interpretation, left consumers and the brand full of hope as the New Year began. In 2020, facing an uncertain macro environment, KFC launched “The Iron Hammer’s Tears”, featuring coach Lang Ping, showing the audience her incredible perseverance and dedication to China, while disseminating her iconic volleyball spirit to consumers. These campaigns generated billions of views and discussions, helping the brand to strike an emotional chord with Chinese consumers.