I think the latest campaign by KFC is very inspiring; they went through their criticisms on social media about customers disliking their fries and instead of getting offended; they've done something about it. As such; they've pledged to bring out new fries, which is great, as I definitely agree they weren't the best! However, they've also gone one step further; they've used these criticisms publicly, and comically, to show their customers that their voices are being heard. 

This campaign, developed with creative agency 'Mother', shows a sense of humour and tenacity that a lot of brands are lacking. In a world where the relationships between brands and consumers are changing, loyalty and a more personal approach are needed. Let's hope the new fries are good!