Having been in China for 30 years, KFC witnessed tremendous changes in the standard of living and economic development, and grew up with people born in 1980s-1990s who are also their target consumers.

KFC launched a CRM campaign to evoke nostalgia in their members, by resetting 2 of their prices – Mashed Potatoes and Original Recipe Chicken – to mimic their prices 30 years ago. Meanwhile, KFC collaborated with digital news APP, bringing the top news in the past 30 years back to the screen. People were rushing to KFC, not for a new product tasting, but a taste of the past.