KFC Corp.: Chicken Capital Usa campaign

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing campaign called Chicken Capital USA, featuring the ‘Fried with Pride’ tagline.

KFC Corp.: Chicken Capital Usa campaign

Rayna Bailey


Despite 50 years of selling "finger lickin' good" fried chicken, Kentucky Fried Chicken in the early 1990s Corp. decided to change with the times. Besides changing its menu offerings to include healthier choices, such as roasted chicken and salads, the company further distanced the brand from its greasy past by dropping its full name and adopting the moniker "KFC." An editorial in Advertising Agestated, "It made sense then to diversify the menu … But the chain's jettisoning of a venerable name—and distancing from the word fried—was ill-conceived and damaging....

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