{"id":233,"date":"2023-09-06T14:00:34","date_gmt":"2023-09-06T14:00:34","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/09\/06\/kfc-reminds-us-of-the-importance-of-culturally-sensitive-marketing\/"},"modified":"2023-09-06T14:00:34","modified_gmt":"2023-09-06T14:00:34","slug":"kfc-reminds-us-of-the-importance-of-culturally-sensitive-marketing","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2023\/09\/06\/kfc-reminds-us-of-the-importance-of-culturally-sensitive-marketing\/","title":{"rendered":"KFC Reminds Us of the Importance of Culturally Sensitive Marketing"},"content":{"rendered":"
\n \"KFC <\/a>\n<\/div>\n

In addition to chicken, KFC is frying up controversy.<\/p>\n

In addition to chicken, KFC is frying up controversy.<\/p>\n

On August 24 Azim Akhtar, KFC Canada\u2019s Director of Marketing, tweeted a few billboard images from the company\u2019s new \u201cIt\u2019s finger lickin\u2019 good\u201d campaign.<\/p>\n

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Sorry Utensils, It’s Finger Lickin’ Good. <\/p>\n

Latest campaign, I couldn’t be more proud!! pic.twitter.com\/ktmN5TrHOS<\/a><\/p>\n

\u2014 Azim A. (@AzimAkhtar_)
\n August 24, 2023<\/a>\n <\/p><\/blockquote><\/div>\n<\/div>\n

While the ads are supposed to be playful, suggesting that utensils aren\u2019t needed to enjoy KFC, X users quickly pointed out that all of the images featured Black people eating fried chicken and feed into harmful stereotypes<\/a>.<\/p>\n

Upon receiving the pushback, Akhtar took to X to clarify that the print images were part of a broader campaign and shared a video version of the ad that featured a diverse group of actors casting aside utensils to enjoy KFC with their hands.<\/p>\n

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My earlier post didn’t capture the full diversity of our latest campaign and I personally apologize for not being more thoughtful in my excitement to share the campaign and only sharing certain photos. Here is the 60-second spot that is more representative of Canada’s diversity\u2026 pic.twitter.com\/HpeO3nc0f2<\/a><\/p>\n

\u2014 Azim A. (@AzimAkhtar_)
\n August 26, 2023<\/a>\n <\/p><\/blockquote><\/div>\n<\/div>\n

Though sharing the video was an attempt to provide broader context, it left social media users wondering<\/a> why the creative used on the billboards didn\u2019t reflect the diversity of the commercial. Other commentators speculated<\/a> that the imagery was intentionally used to stir up controversy.<\/p>\n

The Importance of Culturally Competent Marketing<\/strong><\/h3>\n

While fried chicken is not inherently racial, North America has a history<\/a> of stereotyping the consumption of fried chicken by Black people, using it as a demeaning trope. Failing to take this historical context into consideration is definitely a misstep for the brand.<\/p>\n

We saw another example earlier this summer during the Barbie<\/em> movie\u2019s promo. The official X account for the Warner Bros. film shared light-hearted responses<\/a> to fan-made images of Barbie and Oppenheimer. The move was seen as distasteful to Japanese audiences given the history of nuclear weapons used in Japan during World War II. Warner Bros. later issued an apology for the insensitive engagement.<\/p>\n

These examples show the importance of culturally competent marketing. To avoid mistakes like this in the future, marketing teams should aim to:<\/p>\n