The campaign ad received harsh criticism from Black X users, calling it racist. They also questioned why KFC intentionally used only Black people as the face of its new ad when other races also enjoy fried chicken.

“1. So yt people don’t lick their fingers? 2. We still not eating this (in this country) 3. I just know it’s a Black person on the creative team like “I knew this wasn’t a good idea but they don’t listen to me so I just clock in…do my work…n go home,”” one user wrote.

1. So yt people don’t lick their fingers?

2. We still not eating this (in this country)

3. I just know it’s a Black person on the creative team like “I knew this wasn’t a good idea but they don’t listen to me so I just clock in…do my work…n go home” https://t.co/r8kFn9zPXk

— Miich | The Brand Bully 🤬 (@_ellemiich) August 25, 2023

“The strategy of showcasing consumers enjoying KFC finger licking good chicken in the reflection of utensils is brilliant, ONLY showcasing black consumers licking their fingers eating chicken reinforces a negative stereotype. The tweet replies are somehow more cringe than the ad,” another user said.

The strategy of showcasing consumers enjoying KFC finger licking good chicken in the reflection of utensils is brilliant, ONLY showcasing black consumers licking their fingers eating chicken reinforces a negative stereotype. The tweet replies are somehow more cringe than the ad.

— Lost & Fonz (@Alfonso_Tolbert) August 26, 2023

“This is why it’s important for marketers/advertisers to study art history and historic ad campaigns..the print ad vs the video came across as a caricature display of Black people..a picture is worth a thousand words….nahhhh this was a miss #KFC,” a third user wrote.

This is why it’s important for marketers/advertisers to study art history and historic ad campaigns..the print ad vs the video came across as a caricature display of Black people..a picture is worth a thousand words….nahhhh this was a miss #KFC https://t.co/nop2ee1PAG

— Yvonne Pearson (@Pinkdollstyle) August 26, 2023

campaign ad

Get relevant content delivered to you once a week