If something has attracted attention around KFC’s advertising and communication strategies, it is the “theft” of slogans and logos of other brands to gain visibility.
The truth is that this strategy has now been used against the brand, in the middle of a discussion that has put in check hundreds of markets around the world: chicken eggs.
The Animal Equality organization launched a campaign with the Darwin Social Noise agency in which, with a letter addressed to Colonel Sanders, it asks KFC to publicly commit not to use eggs present from caged hens.
What interested you about the campaign, is that it sends this message playing with the claims and logo of KFC, just as the fast food chain itself has done on recent occasions with the properties of other brands.
This idea, which was materialized in a video, includes phrases such as “Because for us the chicken chicken dances in freedom freedom” “And that with your strategy of always in you did not mean that the hens always live locked up” “Because infamous is that the chickens are overcrowded and the real thing is that they live in inhumane conditions ”.
The action that comes under the title “I invite you to KFC: Ke Firmes Conmigo” (once again referring to an advertising campaign of the brand), invites users to sign a petition to achieve the aforementioned task, where the call it is extended to KFC employees themselves asking them to join the cause “even through the back door, which is not cowardly,” as another recent announcement from the chain said.
This announcement will be coupled with actions in the intentions of certain KFC restaurants where brochures will be distributed inviting people to join the initiative, while some outdoor executions will be installed.
Although KFC is now the brand that has been involved in this matter that seeks to protect farm animals, the truth is that the problem seems to be an issue that concerns many more.
In past months, according to ReutersMercy For Animals (MFA) released a new ranking, evaluating how large egg sellers in the region treat chickens in their supply chains. Walmart de México was at the top of the list, which means it has some of the worst conditions for these animals in the area. Soriana and the FEMSA conglomerate also ranked in the ranking, as a result of its Oxxo business unit. Likewise, MFA criticized these three retailers due to the lack of transparency of its egg suppliers. On the other side of the currency, Costco and McDonald’s were recognized for making good progress on the issue.
From Animal Equality they indicate that 77 percent of chickens spend their short lives in tiny and dirty cages, in a space no larger than the size of an A4 sheet. This apparent situation is particularly punished by a consumer who is increasingly turning to defend animal rights.
Animal abuse is so powerful among the public that, even if the brand is not guilty of this practice, a simple nexus is enough to create a crisis.