Kentucky Fried Chicken (KFC) is a chain of fast food restaurants known for their fried chicken. It was started by Colonel Sanders in Corbin, Kentucky in 1952. They are now all over the world. They not only sell chicken, but also other food like salads and french fries.
Advertising[change | change source]
KFC is well known for their "finger lickin' good" slogan. It was first used, along with others, beginning in 1956. It is the current slogan.
Other early slogans included "North America's Hospitality Dish" (1956–1966) and "We fix Sunday dinner seven nights a week" from 1957 until 1968. The two slogans were phased out in favor of the "finger lickin' good" slogan. It was trademarked in 1956.
After a local KFC TV ad showed an employee licking his fingers in the background, a viewer phoned the station to complain. The main actor in the ad answered back: "Well, it's finger lickin' good." The phrase was adopted nationally by the company in the 1960s. It became one of the best-known slogans of the twentieth century.
When the trademark expired in the United States in 2006, it was replaced with "Follow your taste" until 2010. In 2011, the "finger lickin' good" slogan was dropped in favor of "So good", to be used around the world. The meaning was supposed to include employees and service, as well as food.
The slogan "Nobody does chicken like KFC" was first started by KFC Australia in 1998. It is still used by KFC in some worldwide markets.
Criticism[change | change source]
KFC has been criticised on different issues. Greenpeace accused KFC of destroying the Amazon Rainforest. This is because KFC bought their soy they use for chicken food from Cargill. The soy has been traced back to the European KFC. Cargill has reportedly been exporting soy illegally for several years. The Greenpeace organization researched the issue and brought it to the attention of the parent company YUM! Brands, Inc. The parent company denied the illegal operation, and said that their supply of soy is grown in parts of Brazil. Greenpeace has called on KFC to stop purchasing soy from Cargill, to avoid contributing to the destruction of the Amazon.
Since 2003, animal rights and welfare organizations, led by People for the Ethical Treatment of Animals (PETA), have been protesting KFC’s treatment of the animals used for its products. These groups claim that the recommendations of the KFC Animal Welfare Advisory Council have been ignored. Adele Douglass, a former member of the council, said in an SEC filing reported on by the Chicago Times, that KFC "never had any meetings. They never asked any advice, and then they touted to the press that they had this animal-welfare advisory committee. I felt like I was being used."
KFC responded by saying the chickens used in its products are bought from suppliers like Perdue Farms, Tyson Foods, and Pilgrim's Pride, and that these suppliers are routinely monitored for animal welfare violations. Several PETA undercover investigations and videos of these and other KFC suppliers purport to show chickens being beaten, ripped apart, and thrown against walls contradict KFC’s claims. PETA has criticised some of the practices of chicken breeders, such as beak trimming and overcrowding, but KFC says its suppliers meets UK legal requirements. The Department for Environment, Food and Rural Affairs recommends a maximum stocking density of 34 kg—around 30 chickens—per square metre, and say that in circumstances where beak trimming needs to be carried out to prevent the birds injuring each other, only one third of the beak should be trimmed "measured from the tip towards the entrance of the nostrils". PETA states that they have held more than 12,000 demonstrations at KFC outlets since 2003 because of this alleged mistreatment of chickens by KFC suppliers.
In June 2008, KFC Canada agreed to PETA's demands for better welfare standards, including favoring suppliers who use controlled-atmosphere killing (CAK) of chickens, and other welfare standards as well as introducing a vegan sandwich at 65% of its outlets. PETA has called off its campaign against KFC Canada, but continues to demonstrate against KFC elsewhere in the world.
References[change | change source]
- "North America's Hospitality Dish". Trademarkia. KFC Corporation. Retrieved March 24, 2016.
- Dukes, Terry (2000). "KFC: The Animated Colonel Campaign". Institute of Practitioners in Advertising. WARC [World Advertising Center].
- Momen Putrym, Goldie (February 21, 2010). "So Good? KFC Drops Famous Catchphrase". Sky News. Retrieved March 24, 2016.
- "IT'S FINGER LICKIN' GOOD — Reviews & Brand Information — KFC Corporation Louisville, TX — Serial Number: 72209171". Trademarkia. Retrieved March 24, 2016.
- Reynolds, John (April 6, 2011). "Profile: Jennelle Tilling, vice-president of marketing, UK and Ireland at KFC". PR Week. Retrieved March 24, 2016.
- Thornton, Phil (May 31, 1998). "True lies". The Sun Herald (Sydney, Australia).
- Greenpeace (2006). "KFC exposed for trashing the Amazon rainforest for buckets of chicken". Greenpeace. Retrieved October 28, 2007.
- brazzilmag.com (2006). "KFC's Secret Ingredients Include Soy That's Destroying the Amazon, Says Greenpeace". Brazil Magazine. Retrieved October 28, 2007.
- Dr. Temple Grandin, Dr. Johan Raj, Dr. Ian Duncan (2005). "Animal welfare recommendations and proposed plan of action for implementation at KFC suppliers" (PDF). People for the Ethical Treatment of Animals. Retrieved October 28, 2007.
- Securities and Exchange Commission (2006). "Relating to an Animal Welfare Standards Report – Shareholder Proposal". EDGAR Online, Inc. Retrieved October 28, 2007.
- David Montgomery (2003). "Small But Mighty Rights Group Tries Gentler Approach". Archived. Chicago Tribune. Retrieved October 28, 2007.
- CNN (2003). "Pamela Anderson takes on KFC". CNN. Retrieved October 28, 2007.
- PETA (2005). "Undercover Investigations". PETA. Retrieved October 28, 2007.
- Andrew Shanahan (2005-10-28). "Anatomy of a dish:KFC Family Feast – eight pieces of chicken(known as the "finger lickin chicken"), four regular fries, gravy and corn cobettes, £9.99". the Guardian. Retrieved 2008-01-17.
- PETA v. KFC - Campaign Highlights
- "'Kentucky Fried Cruelty' comes to an end". Edmontonsun.com. 2008-06-01. Retrieved 2009-03-13.
Other websites[change | change source]
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