PETA versus KFC- PETA winning the battle…for now

24 06 2008

“Help make positive changes for chickens”- Shockingly this isn’t the title of KT Tunstall’s latest single but rather an extract from a letter sent by her (or more likely on behalf of her) to all outlets of the fast food chain KFC in her native Scotland. The singer is another name in a long list of celebrities who have endorsed the campaigns of animal rights organisation, PETA. The website Kentuck Fried Cruelty displays the names of such celebrities and includes dozens of celebrities from Pamela Anderson and Tommy Lee to Sir Paul McCartney and The Flaming Lips.

PETA states that roughly 1 billion chickens are killed each year for KFC’s buckets. This month PETA finally made advances in their 5 year campaign against KFC in Canada. Priszm Income Fund, acting on behalf of the franchises of KFC in Canada, pledged to improve its animal welfare standards and the treatment of chickens.

Regardless of your beliefs in relation to animal security, from a PR point of view, looking back at the various KFC campaigns the organisation really should be praised for it’s efforts. Recently PETA have developed online games such as Super Chick Sisters (attracted over 500,000 visitors to the KentuckyFriedCruely website) and Bloody Burberry, to take their message to the younger generation. To strike a chord with gents everywhere they brought us the now famous “I’d rather go Naked than Wear Fur” campaign which featured actresses such as Eve Mendes and Pamela Anderson.

Eve Mendes naked

Other marketing tools employed by the organisation include ecards, branded merchandise such as t-shirts and lip gloss, online recipes, horrifying video’s depicting animal cruely narrated by a diverse range of celebrities, to mention just a few.

However it’s likely these PR skills will need to go into crisis management mode following recent reports that the organisation kills over 90% of animals in their care. I wonder if KFC are behind this? Perhaps Pamela Anderson could be called in to mediate…or Britney…or Paris Hilton!