KFC’s campaign featuring a chicken “dancing” to DMX’s X Gonna Give It To Ya received the most complaints of any advert in the UK last year, gaining 755 – with viewers objecting that it was disrespectful and distressing. The ad, called The Whole Chicken, aimed to focus on the quality and provenance of KFC-sourced chicken but instead outraged viewers told the advertising watchdog that it was “disrespectful to chickens and distressing for vegetarians, vegans and children”. In the case of KFC and Moneysupermarket, the ASA dismissed the complaints, saying that the campaigns were not likely to cause widespread offence and did not break the UK advertising code.
