UK – KFC has remained true to its fast food roots with a new advertising campaign that parodies the hysteria surrounding clean eating.
- The chain posted images of a new #cleaneating burger made from chia-seeded cauliflower and ice cube relish on its Facebook account
- KFC has created a fictional influencer, Figgy Poppleton-Rice, to introduce the fictitious burger
The new campaign seemingly marks a drastic departure for KFC with the introduction of its first clean eating burger. Endorsed by the fictitious character Figgy Poppleton-Rice, the campaign mimics the rhetoric and aesthetic adopted by clean-eating influencers. The burger, which is billed as a combination of chia-seeded cauliflower bun, unsweetened almond yoghurt, ice cube relish, spiralised chicken breast and 100% British kale, was introduced via a video post on KFC’s Facebook page, which has been viewed nearly 5m times and provoked mixed reactions from viewers.
The campaign, which in fact introduces The Dirty Louisiana burger, includes an Instagram account for Poppleton-Rice, which has acquired more than 17,600 followers and features quotes designed to inspire such as ‘Don’t look back on the carrots you didn’t eat. Look forward to the ones you’re going to eat.’
The Big Picture
The clean eating backlash has begun and fast food brands such as KFC are taking advantage by remaining true to what they are – an indulgence. For more on nutrition wars, buy our latest Food and Drink Futures report.