KFC a Bit too Snarky for its Own Good Eick September 14, 2011 Advertising, Fast Food 4 Comments In this new ad from KFC promoting its popcorn chicken, the ad opens by asking “What part of the chicken is…nugget?” Yes, a very valid question indeed, and a good poke at McDonald’s for its chicken being less “real” or more “processed” than KFC. Of course that would be a good opening line if KFC then talked about how it serves breasts, wings, thighs etc. that are actually part of a chicken. But instead, the next line of the commercial is “We’re KFC. Our cooks don’t make nuggets. They make Popcorn Chicken.” Right. Because everyone knows what part of the chicken “popcorn” is. It’s right below the…um..wing? No. Ummmm…inner thigh? No…ummmm…I give up. The ad actually goes on to make all the valid points that KFC wants to make – its popcorn chicken isn’t made with some “mystery meat” – it’s made with “premium, off-the-bone breast meat.” Good call. THAT is the product differentiation you want to establish with the commercial. Too bad following “what part of the chicken is…nugget” by IMMEDIATELY saying “we make popcorn chicken” opens you up for immediate mocking. The placement of words in commercials makes a huge difference, and this ad could have conveyed its main point by simply shifting a couple sentences. But KFC was just too snarky for its own good. The following two tabs change content below.BioLatest Posts Eick Latest posts by Eick (see all) Fast Food Bracket Round 1: Jack in the Box vs. Five Guys, KFC vs. Checkers - March 3, 2016 BK’s “Polygameat” Campaign Shockingly Similar to Wendy’s “Meatatarian” Campaign - September 16, 2014 Surge Wins Discontinued Foods Bracket! - April 12, 2013 4 Responses James September 14th, 2011 I honestly think you don’t have anything else to write about. They’re obviously appealing to the crowd who WANT nuggets, and offering them a more natural seeming alternative to nuggets. Someone, who is from the git-go, looking for natural formed chicken, is not going to go out and look for nuggets, so obviously the word placement was appropriate for the demographic. Reply Sam September 14th, 2011 This is so strange…this commercial came on the other night and after that line I said out loud, “What part of the chicken is popcorn?” Nice prediction of audience reactions! Reply Cynthia September 14th, 2011 I have to admit, I’ve watched this commercial thinking it did a good job, and the popcorn chicken looked delicious, but you have an absolutely valid point. Reply Mick September 26th, 2011 I like this idea better when we did it almost 10 years ago for Carl’s Jr. and Hardee’s… http://mickdimaria.com/MickDiMariaCarlsJrExamination1.html Way to be original, KFC. Reply Leave a ReplyYour email address will not be published.CommentName* Email* Website Save my name, email, and website in this browser for the next time I comment. Notify me of follow-up comments by email. Notify me of new posts by email. Current ye@r * Leave this field empty
James September 14th, 2011 I honestly think you don’t have anything else to write about. They’re obviously appealing to the crowd who WANT nuggets, and offering them a more natural seeming alternative to nuggets. Someone, who is from the git-go, looking for natural formed chicken, is not going to go out and look for nuggets, so obviously the word placement was appropriate for the demographic. Reply
Sam September 14th, 2011 This is so strange…this commercial came on the other night and after that line I said out loud, “What part of the chicken is popcorn?” Nice prediction of audience reactions! Reply
Cynthia September 14th, 2011 I have to admit, I’ve watched this commercial thinking it did a good job, and the popcorn chicken looked delicious, but you have an absolutely valid point. Reply
Mick September 26th, 2011 I like this idea better when we did it almost 10 years ago for Carl’s Jr. and Hardee’s… http://mickdimaria.com/MickDiMariaCarlsJrExamination1.html Way to be original, KFC. Reply
