KFC has built a marketing campaign off the back of strongly-worded consumer feedback, responding to a tweet reading: 'Dear KFC, No one likes your fries. Yours sincerely, The entire World.'
Instead of shirking away from the harsh feedback from Twitter user @upgrade_music, KFC spent money promoting the tweet, and numerous other cutting remarks, across social media and out-of-home.
Not one to shrug away from criticism, having earlier this year run a print ad stating 'FCK' when it managed to run out of chicken, KFC has owned the fact that some members of the public were not fans of its fries.
Instead, along with creative agency Mother, it has developed a campaign to show the public that it has listened to the feedback and will be rolling out new recipe fries in November.
The ‘Ain’t No Small Fry’ campaign is designed to convert its fries haters.
Below are some of the tweets KFC promoted.
No one likes your fries.
The entire world.
— Upgrade ?? (@upgrade_music) February 5, 2018
I've got to say, KFC are riding solely on their chicken because Christ, those are crap fries.
— Burnessie (@charliejburness) August 11, 2014
how can KFC be so good at chicken and so bad at fries?
— Adam Marsh (@AdumOnline) December 16, 2016
Vote for the work below in The Drum's Creative Works.
: 'Ain’t No Small Fry'