KFC Goes Into Deep-Fryer For Announcing Fried Chicken Incense Sticks

Some people are convinced that eating fried chicken is a spiritual experience. KFC is naturally a firm believer, but it appears to have taken things too far with its devotion.

Last week, KFC in Thailand took to social media to introduce fried chicken-inspired joss sticks —a Lunar New Year stunt that has left people incensed, for the lack of a better word.

 

 

 

 

 

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1. KFC Thailand came under controversy this week, after it announced that it would be launching fried chicken incense sticks for Chinese New Year.

According to its social media posts, each box has 11 sticks, which combine scents from 11 herbs and spices. pic.twitter.com/gaH5i5lPBP

— BFM News (@NewsBFM) January 14, 2023

In parts of Asia that practice Buddhism and Taoism, incense is burned at daily praying rituals, celebrations, and funerals to pay respects to ancestors and ward off bad luck. Buddhism is the largest religion in Thailand, and it’s subscribed to by up to 95% of the nation’s population.

You can see why KFC Thailand’s mockery of an item so sacred and esteemed is facing disdain. The incense sticks, dreamed up by advertising firm Wunderman Thompson Thailand, are imagined as a box of 11 and are meant to resemble KFC’s fried chicken in looks and scent.

Besides taking on the fragrances of the Colonel’s secret herbs and spices, the joss sticks painstakingly mimic the breading of fried chicken. A spokesperson at the advertising agency told Thailand’s Marketing Oops that each stick was hand-crafted and featured three layers to make it crumble like real chicken.

The brand also took the time to disclaim in its social media posts that the incense was not for sale, driving home the point that the effort was all smoke (and mirrors). It added that fans should follow its socials, nonetheless.

KFC incense sticks for Lunar New Year?? Why not!! Ancestors will be waking up happy and hungry! Thai creatives are always crazy going places no one thinks possible and then… they are there. #advertising pic.twitter.com/qFUzV9QaE5

— Terrible Daddy (@stegodoggo) January 11, 2023

Ok so KFC THAILAND actually did this 😬😬😬 The photo was inappropriate and they’re selling Fried Chicken incense 😅

They took the entire campaign off socials already 😅 pic.twitter.com/qfb3IXeOSA

— BL lover (@yaoilynnx1) January 14, 2023

“First rule of advertising is you never use religious rituals [as] a gimmick,” responds one user.

Others have shrouded their uncertainty with humor, saying that this is how one’s ancestors will roll over their graves. Some tease that the incense sticks are one way people might finally become vegan.

“Are they going to change [their name] to KFR… Kentucky Fried Rabbit?” notes one social media user, alluding to 2023 being the Year of the Rabbit.

Well, in KFC’s own words, FCK.

In light of the criticism, KFC Thailand has since burned the campaign down to ashes.

Lunar New Year is often referred to as Chinese New Year, given the holiday’s significance in Chinese culture. In Thailand, locals of Chinese descent make up its largest minority, with the overseas Chinese community accounting for 11–14% of its total population.

KFC incense sticks. That's one way to get your ancestors' attention over the Lunar New Year 🤔 Proudly brought to you by late stage capitalism 🤦🏻‍♂️ #å•‹ #大吉利是

Source: Subtle Cantonese Traits pic.twitter.com/c0ohwujykJ

— Sidney Wong 黃吉贊 (@SidneyGJWong) January 11, 2023

[via NextShark, Marketing Interactive, Marketing Oops, images via various sources]