It really doesn’t matter how you feel about PETA, you have to admire their marketing chutzpah.
Here’s a summary of their campaign:
Clearly, this was meant to agitate and it worked for me – I hopped right over to the Kentucky Fried Cruelty website to see what they had to say.
The site leverages KFC’s branding and presents Colonel Sanders with a devil’s horns (seriously, I saw this after the Responsible Marketing blog logo was created) and includes sharable videos and other interactive viral marketing tools. You can even make your own KFC sign image like the one posted above.
Do a quick search and you’ll find plenty of buzz, very little of it supporting KFC. Go to KFC.com and you’ll find info about the Colonel’s Scholars, about global diversity, a supplier code of conduct…even KFC’s animal welfare guidelines. But you won’t find a response.
I don’t know how you feel about PETA’s tactics. Much of what they have done in the past belongs in the Responsible Marketing Hall of Shame. But from a marketing standpoint, PETA is doing a lot of things right. They’ve built grassroots support by leveraging media and technology to help drive successful word-of-mouth. And it’s working.
So what do you think?
Has PETA crossed the line, or is KFC getting what they deserve?