KFC’s ‘Clean Eating Burger’, Malteser’s disability campaign success, and McDonalds pulls criticised ad

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…a few of the industry’s news stories that have made headlines this week…

KFC has success with Clean Eating Burger campaign

Poking fun at health food vloggers and Instagram stars, KFC has launched a spoof video, which at first glance appears to be for a ‘Clean Eating Burger’, but is really for its limited edition Dirty Louisiana.

The witty campaign vid is presented by fictional food vlogger Figgy Poppleton-Rice; a pretty, posh, lover of kale.

Figgy demonstrates a recipe for the Clean Eating Burger – a delicious combination of cauliflower, kale and spiralised chicken breast…
After almost two minutes, Poppleton-Rice’s demo is cut short when an ad for the Dirty Louisiana, a KFC burger covered in cheese and sauces, crashes down on top of her.

The campaign was created primarily for Facebook with several videos of varying lengths filmed for the platform. An Instagram handle for Poppleton-Rice and a blog listing recipes for rice cake brunch and a hotdog made from aubergine and carrots.

Since its launch at the end of February, the campaign has proved an enormous success. The main video has been viewed over 10 million times and received thousands of likes and shares. Sales have also been strong for the Dirty Lousiana.

Maltesers reports that disability campaign has been ‘most successful’ in a decade

Updating on Maltesers’ work featuring disabled cast members, it’s been reported that the series of commercials have culminated in being Maltesers’ most successful campaign in a decade.

Michele Oliver, vice-president of marketing at Mars UK, said the three ads have helped the Maltesers brand “break through all barriers”.
Having set a target of 4% sales growth, Oliver said Maltesers achieved an 8.1% uplift while the campaign was on air.

YouTube views for the launch ad, “New boyfriend”, broke the two million barrier within the first 24 hours, more than double Maltesers’ one million target, while brand affinity was 20% – also double the brand’s target of 20%.

This, Oliver said, meant it was “the most successful campaign for an 80-year-old brand that we’ve had for over a decade. This has broken through all the barriers that we were facing”.

McDonald’s pulls criticised ad

After being criticised for exploiting child bereavement, Fast food chain McDonald’s has withdrawn a TV ad featuring a boy asking his mother about his deceased father.

The mega brand apologised yesterday “for any upset” caused but has now taken a step further by pulling the spot.

It was reported in The Guardian that The Advertising Standards Authority had received about 100 complaints about the ad on Monday, The Guardian reported, with some people citing how close to Father’s Day the ad had launched.

Children’s bereavement charity Grief Encountered, also criticised the advertisement, in which a boy’s mother tells him what his father was like. He’s saddened, as it appears he and his father didn’t have very much in common, however when he eats a Filet-O-Fish at McDonald’s, the mother discovers a common bond and tells her son: “That was your dad’s favourite too.”

A McDonald’s spokeswoman confirmed yesterday that the ad has been permanently withdrawn from all media, including TV and cinema.

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