COVID-19 Case Study: How KFC played a banjo while other companies were playing a violin

Tori Carter is the senior manager of brand communications for KFC Global, a subsidiary of Yum! Brands. In her current role, Tori leads the global brand creative and communications strategy for more than 145 international KFC countries and territories around the world. Tori joined Yum! Brands in 2014 as a part of the Pizza Hut International communications and social impact team, where she led the roll out of Life Unboxed, Pizza Hut’s global employee engagement program, and the community affairs strategy for the international business. In 2016, Tori developed and launched Pizza Hut’s global social purpose initiative, The Literacy Project, which pledges to transform the lives of 100 million people in just 10 years, by enabling access to books and educational resources, empowering teachers, and inspiring readers. Tori moved to the KFC global brand in 2017, where she developed and implemented KFC’s global crisis protocol and training procedures and led several sustainability communications and stakeholder engagement strategies for the brand, including KFC’s 2019 global commitment to make all single-use, consumer facing plastic packaging recoverable or reusable by 2025.