Kentucky Fried Chicken on 14 July launched a nationwide marketing push it calls the "Kentucky Fried Comeback," offering customers a free eight-piece Original Recipe bucket when they place at least $15 in online or app orders through a KFC Rewards account. The digital coupon is limited to one per account and runs through 24 August, underscoring the chain’s bid to lure lapsed diners amid intensifying competition for fried-chicken sales. The campaign adds fried pickles to KFC’s U.S. menu and revives the $7 Fill Ups value meals. Advertising will feature celebrity chef and actor Matty Matheson alongside a sterner-faced Colonel Sanders, part of what the company says is a move to "remind America exactly who we are," according to KFC U.S. President Catherine Tan-Gillespie. KFC’s initiative follows a lackluster showing in recent industry rankings—18th on Yelp’s inaugural list of top fast-food chicken-sandwich chains—and comes as rivals such as Chick-fil-A, Popeyes and McDonald’s step up poultry promotions. The Louisville-based brand, owned by Yum! Brands, is asking customers to submit feedback on the revamped offerings as it seeks to regain market share in the $40-billion U.S. fried-chicken market.