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KFC’s new celebrity colonel isn’t a celebrity at all.
The fried-chicken chain just picked Christopher Boyer, an unknown actor, to play the part of Colonel Sanders in its latest twist on the campaign from Wieden + Kennedy. Why choose an unknown? Because Boyer is playing the role of the Value Colonel—and KFC says not using a celebrity this time will help the brand save money so it can “continue to offer complete meals that won’t break the bank.”