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Media Week wrote:KFC’s ‘The Whole Chicken’ ad could face investigation as complaints top 250

KFC’s new ad has received hundreds of complaints about a range of issues, including whether it is “offensive”, “misleading” and “distressing”.

Parental Guidance is advised, GRAPHIC CONTENT



KFC’s ‘The Whole Chicken’ ad featuring a confident chicken strutting her stuff to ‘X Gon’ Give It To Ya’ by DMX is facing the possibility of an investigation by the ad regulator after it received more than 250 complaints about the TV and poster campaign.

The Advertising Standards Authority says the complaints have focused on a number of aspects of the campaign. These include that the depiction of chickens is “offensive and distressing” for vegetarians, vegans and children and that is is “misleading” because it features a healthy, older looking chickens that complainants believe misrepresent the age, quality and living conditions of KFC chickens.

Some also question if “the whole chicken” aspect is misleading, either because all parts of the chicken are not used or because additional ingredients are added. A further category of complaints centre on the song, with some calling it “offensive” either because it seems the word “strawberry floater” had been omitted or that the lyrics allude to guns and therefore condone weapons and violence.

The ad, which launched 10 days ago, is the first by KFC since it switched its ad agency from BBH to Mother. At the time, the brand’s CMO Meg Farren said the campaign represented a “step change” for the brand.

She said: “At KFC we’re proud of our chicken, we’re not afraid to show it. ‘The Whole Chicken’ represents a step change for us, taking a bolder stance when it comes to engaging with our loyal customers and fans.”

However, the campaign has been criticised in a number of quarters. Marketing Week columnist Mark Ritson said the campaign was an error for the brand in part because consumers don’t like to see a link between the meat they eat and the animal but also because of KFC’s approach to animal welfare.

KFC is yet to respond to requests for comment. The ASA says it is now “carefully considering the complaints” to establish whether it needs to take any further action, which could include an investigation into whether the ad should be banned.

“offensive and distressing” for vegetarians, vegans and children

Karl wrote:

“offensive and distressing” for vegetarians, vegans and children

Karl wrote:

“offensive and distressing” for vegetarians, vegans and children

Karl wrote:

“offensive and distressing” for vegetarians, vegans and children

Floex wrote:Not to jump on the pc bandwagon but i totally get why people find this offensive. Look, we get it we eat chicken but let's not make this out to be like it's strawberry floating fun time where chickens are living the high life in top conditions.

What's the directors cut? Let's see the next shot where it's getting its neck broken.

Floex wrote:Not to jump on the pc bandwagon but i totally get why people find this offensive. Look, we get it we eat chicken but let's not make this out to be like it's strawberry floating fun time where chickens are living the high life in top conditions.

Somebody Else's Problem wrote:

Floex wrote:Not to jump on the pc bandwagon but i totally get why people find this offensive. Look, we get it we eat chicken but let's not make this out to be like it's strawberry floating fun time where chickens are living the high life in top conditions.

Should adverts for cars show people sat in a traffic jam on the way to work? Should iPhone adverts show the inside of the Foxconn factory?

Albear wrote:Not that I find the advert offensive, but surely marketing 101 is that when advertising a meat based food you dont remind everybody that you are eating what was once a live hip-hop listening animal....

Denster wrote:It's not a great ad but it isn't offensive to any sensible person.

If it upsets any vegans or vegetarians - it's only the vegans or vegetarians that give vegans /vegetarians a bad name anyway. strawberry float em.