KFC Spain has combatted the stigma that centers around fast food chicken concepts by unveiling a literal X-ray of its menu products. A few years ago, in 2018, the campaign was presented by ad agency PS21 when the chain was looking to prove that the chicken was real on the inside as it appeared on the outside.
The team researched and found that many customers have the idea that fast food chicken equates to the processed pink sludge material that is found in chicken nuggets and hamburger products. This is a negative connotation that led many to not trust the general idea of fried chicken from fast food chains. KFC Spain answers this by partnering with specialists to take X-rays of their drumsticks, chicken breasts, and wings.
QSR X-Ray Campaigns
KFC Spain Presents a Chicken X-Ray Campaign to Combat a Stigma
Trend Themes
1. Transparency Marketing - Businesses are increasingly employing transparency-focused campaigns to build trust by showcasing the authenticity of their products.
2. Visual Proof Campaigns - Brands are leveraging technology like X-rays to provide undeniable evidence of product quality to consumers.
3. Consumer Trust Initiatives - Companies are addressing stigmas and misconceptions head-on through innovative marketing strategies that promote honesty.
Industry Implications
1. Fast Food - Fast food chains are adapting new marketing techniques to tackle common consumer concerns about product quality.
2. Advertising - The advertising industry is innovating with campaigns that use scientific visuals and transparency to enhance brand credibility.
3. Food Technology - Advancements in food tech are empowering brands to validate their product integrity with scientific evidence, appealing to a skeptical audience.