KFC Takes Healthy Marketing Approach

Oct 28, 2003
George Anderson

By George Anderson

A new commercial form KFC will try and convince consumers that fried chicken has a place in the diets of people who want to eat more healthfully, reports the New York Times.

A voice-over in one of the spots produced for KFC by Foote, Cone & Belding’s Chicago office makes the point: “The secret’s out. One Original Recipe chicken breast has just
11 grams of carbs and packs 40 grams of protein. So if you’re going low-carb, high-protein, go KFC.”

Steve Lawrence, executive vice president of the brand consultancy Straightline International in New York, isn’t sure KFC is on the right track with its newest pitch. “It’s so
counterintuitive that it seems like a long shot to me. We’ve all been trained to know that fried foods are a bad idea.”

Moderator’s Comment: Is KFC on the right track with the new positioning presented in its commercials?

We disagree with Steve Lawrence that consumers will find KFC’s message counter intuitive. The Atkins, South Beach and other low-carb diet devotees are the
choir this message is preaching to. The issue that KFC faces is whether or not consumers will be convinced that the chain’s restaurants are the place to go for chicken, fried
or otherwise. Consumers have a lot of options when it comes to choosing a destination to buy chicken.
Anderson – Moderator

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