KFC has long positioned itself as a brand that encourages families to sit down and share a bucket of traditionally fried chicken. Now, its Suppertime Stories campaign in South Africa is using the iconic bucket to get families together for a meal and enjoy a story in the process.

The customs of mealtime have long cemented bonds within families and communities. But in UK households, the average dinner prep time is down to just 34 minutes. As cultures overlap and the pace of life increases, how are the traditions of mealtime being reshaped to keep up?

For mums and dads, getting dinner on the table after an eight-hour day at the office is a complicated task. It’s even more difficult to ensure that they’re giving their children healthy and nutritious food that they will actually enjoy. So how are busy parents feeding their kids?

According to 57% of parents, families are not as close as they used to be. This is partly driven by tendencies to see watching TV as bonding time. By encouraging people away from the sofa and towards the dinner table, brands can help families reconnect by sharing a proper meal.