KFC Becomes ‘Chicken Capital USA’

CHICAGO KFC deems itself “Chicken Capital USA” in a campaign scheduled to break next week from Foote Cone & Belding.

The TV and radio effort launches on May 3 and shows people who express themselves through bumper stickers, license plates and T-shirts. A jingle, sung by country singer Trace Adkins, echoes the T-shirts with lines such as: “Right wing, left wing, it’s the same to me,” “The bucket stops here” and “I march to the beat of my own drumstick.”

“We developed this work to resonate with KFC’s consumers who love our chicken,” said Tom O’Keefe, executive creative director of FCB Chicago. “They’re the ones who have their priorities straight, celebrate life just the way it is, demand taste unapologetically, and they want the world to know it.”

The campaign replaces the shop’s previous work, which was tagged,”You gotta KFC what’s cookin’.” The introduction of that campaign touted KFC’s fried chicken as part of a healthy diet. Those spots were pulled from the air last November after public outcry over those claims.

Spending for the campaign was not disclosed. KFC, owned by Yum! Brands, spent $225 million on ads last year, according to TNS Media Intelligence/CMR.