Yum! Brands Inc. subsidiary KFC announced its "Kentucky Fried Comeback" campaign on Monday, launching a comprehensive brand revival strategy.

KFC's new Fried Pickles take "golden-fried dill pickle slices that are the perfect crispy bite" and pair them with the brand’s signature "Comeback Sauce" or ranch. They'll be on the menu alongside fan-favorite $7 Fill Ups at participating locations for a limited time, while supplies last.

KFC U.S. has officially declared it’s entering a comeback era, and it’s starting by giving away free fried chicken. The company, which is celebrating its 75th anniversary this year, wants to move forward by focusing on what made it well known in the first place—Original Recipe chicken made with 11 herbs and spices.

Facing competition from both established brands and upstarts like Dave's Hot Chicken, the Yum Brands-owned chain is leaning into its origin story.

“We’re well aware of the latest fried chicken rankings and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are. If people can give their ex a million second chances, I hope our fans can give us one,” KFC U.S ...