This is how you react to a PR disaster! #MontageMashup

KFC Chicken Crisis PR disaster
Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at the issues surrounding KFC last week and how they and other brands have approached the issue, we also look at River Island’s #LABELSAREFORCLOTHES campaign and more! So, let’s get started…

KFC’s cheeky print ad

KFC has been all over the news these past few days, so if you haven’t heard, where have you been?! But just in case you have been living under a rock, KFC was forced to close a large number of its restaurants due to a chicken shortage last week. This was caused by problems with a new logistics partner. Inevitably, it came under fire on social media for this calamity, so it needed to do something to counteract the negativity. KFC’s answer was a humorous apology, which was printed in The Metro and The Sun. The full-page ad shows an empty KFC bucket with the letters switched round to spell “FCK”. Underneath was an apology to customers, “especially those who travelled out of their way to find we were closed”. This move seems to have paid off for the fast-food chain, with many praising the ad online for its humorous take on a huge issue for the company.

What do you think to KFC’s response? Will it help to reduce the damage done? Let us know!

Iceland’s dig at KFC

Following on the theme of KFC’s ‘chicken crisis’, frozen food chain Iceland took a swipe at KFC on social media and billboard advertising. Iceland sent mobile billboards to park outside closed KFC restaurants. These featured slogans such as ‘U OK…hen? Been affected by the cluck up?’ and ‘Finger clickin’ good chicken at’. On top of the billboards, Iceland also took to Twitter to promote its £10 Family Feast offer including chicken, beans, corn, fries, coleslaw, garlic bread and ice cream. The Iceland Twitter account sent a tweet to KFC saying that it could deliver its Family Feast to them the next day.

What do you think of Iceland’s ambush tactics? Was it a smart move or just unnecessary trolling?

iceland's kfc billboards

Burger King throws shade at KFC

Not to be one to miss out on the issues KFC faced this week, rival fast-food chain Burger King launched a new deal on its chicken nuggets and Chicken Royale burger. Burger King also tweeted the offer with the caption ‘Here’s a special offer on chicken because we didn’t bucket up this week’, it also says in its ad that it doesn’t ‘chicken out’.

Outrageous eBay bids for KFC chicken

One final piece of KFC news for this week! Following the chicken shortage, some people took the opportunity to try and sell their chicken meals, to those wanting their fast-food fix, on eBay. There have been a number of listings popping up for different KFC meals with the bids on these reaching outrageous levels (over £65,000!). People were clearly having a laugh about the situation with the listings reading: “Rare KFC chicken, get hold of a rare KFC bucket complete with chicken while stocks last. Buy now before the chicken runs out.” Another listing states: “If you’ve got a hankering for the 11 herbs and spices – but your KFC is currently boarded up like it exists in a post-apocalyptic wasteland – bid today for this limited edition, extremely rare bucket of ‘Kentucky Fried’ goodness”.


River Island’s ‘LABELS ARE FOR CLOTHES’ campaign

River Island has announced a new range of clothes for its ‘LABELS ARE FOR CLOTHES’ initiative. The idea behind the campaign is to challenge stereotypes and spread the message that labels are for clothes, not people. As part of the campaign, River Island has teamed up with anti-bullying charity Ditch the Label, with £3 from every purchase going to the charity. Ditch the Label works to combat disempowerment, prejudice and bullying. The ‘LABELS ARE FOR CLOTHES’ range includes various t-shirts and jumpers, each emblazoned with empowering slogans. Along with the £3 donation from each sale, for every social share using the hashtag #LABELSAREFORCLOTHES, a further £1 will be donated to the charity.

And finally…

We are ending this week on the news that Aldi’s Kevin the Carrot Christmas ad has fallen foul of the Advertising Standards Authorities (ASA) guidelines. The ad saw Kevin haunted by various bottles of spirits, before being spooked by another carrot dressed as a ghost. It received complaints with some saying that it was ‘irresponsible’ because the ad was likely to appeal to children. Aldi claimed that its ads were designed to be humorous and that the majority of the campaigns ads were parodies of well-known films that were several decades old and were largely adult in nature or appeal. The ASA refuted Aldi’s claims and stated that the advert would strongly appeal to younger children, given the tone of the story and the fact that soft toys of Kevin the Carrot could be bought in Aldi stores. As a result, the ad has been banned, and so, won’t be on our screens next Christmas!

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.