Chicken-Licken's marketing drives not working

I wonder if it's a monopolisation issue by KFC that contiually sees Chicken-Licken's adverts turning into a flop. But then again, you have a Chicken fast food brand like Nandos, who are KFC's competitor (arguably so) really cracking it. One would expect that a brand as old as Chicken-Licken would be a market leader by now.
We grew up knowing Chicken-licken as well-known brand (during the times of uSdumo and Tinny (and may his soul rest in peace), but now it is hardly visible.

Please help me figure this out, are they struggling with marketing or is it a brand positioning issue? Is the brand redeemable or should they just pull out of the market?

A case in point: Look at their current 'you've been served" TV Ads....they are not appealing.