FCB Bows Its First Work for KFC

CHICAGO Foote, Cone & Belding’s first campaign for KFC suggests that the chicken chain’s fare can be part of a healthy diet. Spots introduce the tagline, “You’ve gotta KFC what’s cookin’.” They break Wednesday on primetime network and cable television.

One spot shows a wife coming home to a husband lounging around, watching TV. “Remember how we talked about eating better?” she asks, as the man rolls his eyes. “Well it starts today,” she says, indicating that she has brought home a bucket of KFC chicken. The spot maintains 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 commercial shows a man on a bicycle coming upon an acquaintance, who’s sitting on the back of a pickup truck eating a piece of chicken. “Jack?” the bicyclist asks. “Man, you look fantastic, what the heck have you been doing?” The reply: “Eatin’ chicken.” The spot explains that one chicken breast has 11 grams of carbohydrates and 40 grams of protein.

Interpublic Group’s FCB in Chicago was awarded creative chores in September on the $225 million KFC account following a shootout with the incumbent, Omnicom Group’s BBDO in New York. Media is handled by WPP Group’s Mediaedge:cia. KFC is a unit of Yum! Brands.

BBDO’s campaign featured actor Jason Alexander and the tag, “There’s fast food. Then there’s KFC.”