CHICAGO KFC has agreed to no longer advertise health claims of the sort that appeared in TV spots that aired last fall, the National Advertising Division of the council of Better Business Bureaus said on Tuesday.
KFC's spots, from Interpublic Group's Foote Cone & Belding in Chicago, ran for less than a month before being pulled in late November. The work garnered complaints from the NAD as well as the Center for Science in the Public Interest.
One spot showed a wife telling her husband that they were about to start a healthy diet, then producing a bucket of KFC. The ad maintained that two KFC chicken breasts have only 38 grams of fat, less than Burger King's Whopper, which has 43 grams, according to fine print in the spot. Another spot said that one chicken breast has 11 grams of carbohydrates and 40 grams of protein.
"NAD expressed concern that KFC Corp's commercials included elements that inaccurately conveyed a message to consumers that eating KFC fried chicken was equivalent to 'eating healthy,' " the NAD wrote. In response, KFC "made the decision to discontinue its commercials and assured NAD that they would not be run in future advertising."