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KFC is Slammed Over Advert Claims

KFC is Slammed Over Advert Claims

(photo by Creative Commons user squeakymarmot)

Margaret Davis | Belfast Telegraph

KFC was battered by an advertising watchdog today over “misleading” claims that fresh chicken was delivered daily to each branch.

The fast food chain broadcast an advert showing a young chef lovingly dusting a tray of chicken on the bone with flour, saying: “The secret to producing the best food is using the right ingredients. Like this chicken, came in fresh this morning.”

A voice-over at the end of the advert said: “KFC. Fresh, on the bone chicken, every store, every day.”

But the Advertising Standards Authority (ASA) found that because the meat was only delivered to branches three times a week, the advert should not be shown again in its current form.

It said: "We understood that chicken on the bone was delivered three times a week to KFC restaurants. However, we considered the claims ‘Came in fresh this morning’ and ‘Fresh chicken on the bone, every store, every day’ implied that the chicken was delivered daily.

“We concluded that the ad was likely to give viewers a misleading impression of the frequency of deliveries.”

Twenty viewers contacted the ASA about the advert. They also complained that the advert implied all the food was prepared on site, but this was rejected. The ASA said while there were “a couple of brief shots of salad preparation” the advert concentrated on one product, chicken on the bone.

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