117. Brand Icon: KFC’s “THE COLONEL” in Manila, ca. 1997.

COL. HARLAND SANDERS, Signed promotional photo. 1997

The Philippines welcome KENTUCKY FRIED CHICKEN in 1967, with many franchisees running their own stores. But the restaurant as we know it today came to be only on June 1994, when Manuel U. Agustines was awarded the sole franchise over the sale and distribution of Kentucky Fried Chicken products in the country. By then, its name had been shortened to just its initials—KFC!

COL. HARLAND SANDERS
https://waldina.com

The founder of KFC was the legendary Col. Harland Sanders (b. 9 Sep. 1890/16 Dec.1980). The portly, white haired, cane-wielding Colonel, dapper in his all-white suit and black string tie and bespectacled face, became such an icon that many people believed him to be a fictional character.

In reality, he was a real person from Indiana, who, in 1930 parlayed his love for cooking into a modest business, opening his restaurant—Sander’s—for travelers. 

Favorite on his menu was his fried chicken, cooked from his own secret recipe. That fried chicken would take his business to greater heights when he set up his own franchising business , which he called Kentucky Fried Chicken. The rest is history.

 

KFC LOGOS,. Source:https://logorealm.com/kfc-logo/

During his lifetime the likeness of the Colonel was a major promotional asset. In 1976, a survey ranked the Colonel as the world’s second most recognized celebrity. When he died in 1980, fictionalized Colonel Sanders have repeatedly appeared as a mascot in KFC's advertising and branding.

WATCH: THE COLONEL'S WAY 1994 TV 30s

This 1994 U.S. commercial features the American actor Henderson Forsythe as Col. Sanders.  

Surprisingly, KFC advertising in the Philippines during the 1990s, did not capitalize on the Col. Sanders character, but instead, focused on product features, using the trademark slogan "Finger-Lickin' Good".. In the late 1990s, “Col. Sanders” finally did visit Manila as part of the company’s promotional stunt and went on store trips, signing and giving away his photos and autographs.

WATCH: THE SEARCH FOR KFC's 

FIRST FILIPINO COLONEL AUDITIONS

Source: KFC PH youtube channel

It was only in May 2017 the search for the first KFC Filipino Colonel was launched, a move that would have made Col. Sanders proud. The finalists were all actors—Ronaldo Valdez, Leo Valdez and Pen Medina—and their audition videos created quite a buzz. The eventual honor of becoming the first Filipino Colonel went to Ronaldo Valdez. 

WATCH FIRST FILIPINO COLONEL

Source: KFC PH, youtube channel

SOURCES:

PHOTO SOURCES:

Col. Harlan Sanders Autographed Photo: Alex Castro Collection

All others, pls. refer to cited online sources below pictures.

VIDEO SOURCES:

THE COLONEL’S WAY: https://www.youtube.com/watch?v=CqFjWu81kuc,

Uploaded by HamptonRoadsTVFan, 2 Nov. 2010, 1994 KFC Commercial (Chicken -- The Colonel's Way).wmv

KFC PH:

THE SEARCH FOR THE 1^ST KFC FILIPINO COLONEL: https://www.youtube.com/watch?v=fEbk6cylQBM

THE 1^ST KFC FILIPINO COLONEL: https://www.youtube.com/watch?v=MAZ2RgUL8X8