CARU'S ROLE IN KFC ADVERTISING DEBACLE REVEALED

Children's Marketing Watchdog Releases Fried Chicken Case File

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WASHINGTON (AdAge.com) -- An internal case report released by the Children's Advertising Review Council reveals that the organization played a major role in forcing KFC to withdraw its controversial fried chicken ad
Related Document:
CARU's KFC Case File .pdf


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campaign last month.

CARU, a 29-year-old organization headquartered in New York City, works with the nation's major advertising trade organizations through the National Advertising Review Council. Its mission is to assist the marketing industry in policing advertising aimed at children.

Ads misleading
CARU today said KFC pulled the ad campaign from children's TV shows after CARU charged the ads were misleading. The self-regulatory group also released a three-page internal document detailing its involvement in the case.

CARU said today it began its investigation after two KFC ads ran on the Cartoon Network. One commercial said a KFC chicken breast "has just 11 grams of carbs and packs 40 grams of protein" and the other claimed two KFC chicken breasts have less fat then a Burger King Whopper.

Both ads carried the tagline "For a fresh way to eat better, you gotta KFC What's Cookin'."

Both spots contained disclaimers that indicated the meals were "not a low sodium, low cholesterol food." But CARU said it found that the commercials, which broke Oct. 29, could very well leave children with the wrong impression about the overall nutritional qualities of KFC fried chicken. Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, produced the two broadcast ads.

KFC comments
The internal CARU report said KFC "informed CARU that it never had any intention of running the subject commercials during children's programming. Although the Advertiser does not agree with CARU's concerns, it promptly took steps to have the commercials removed from all children's programming."

The report says KFC pulled the ads 10 days after it was first officially contacted by CARU about the matter.

The ads were off the air Nov. 20. The Federal Trade Commission is also examining the fried chicken ads.

According to CARU, KFC said it had no plans to run the commercials in the future.

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