*Twitter users are outraged at a new KFC campaign running in Canada featuring Black men eating chicken without utensils.
The global restaurant chain is accused of being racially insensitive because its new advertisement includes a diverse group of people highlighting the brand’s long-used “It’s finger lickin’ good” slogan, Revolt reports.
The outrage was sparked after Azim Akhtar, the director of marketing for KFC Canada, posted images of Billabords showing two Black men and a woman of color as they ate chicken and licked their fingers.
“Sorry, utensils. It’s finger lickin’ good. Latest campaign, I couldn’t be more proud!” he tweeted on Aug. 24.
Sorry Utensils, It’s Finger Lickin’ Good.
Latest campaign, I couldn’t be more proud!! pic.twitter.com/ktmN5TrHOS
— Azim A. (@AzimAkhtar_) August 24, 2023
The Black Twitter community expressed disappointment over KFC’s decision to perpetuate racist stereotypes.
“This is why it’s important for marketers/advertisers to study art history and historic ad campaigns. The print ad vs. the video came across as a caricature display of Black people. A picture is worth a thousand words. Nah, this was a miss,” wrote one person, according to Revolt.
Another Twitter user said KFC was “bringing minstrel tropes and fried chicken back in style.”
Akhtar later apologized when he shared the full video advertisement, which shows white, Black, and Asian people eating fried chicken without silverware.
“My earlier post didn’t capture the full diversity of our latest campaign, and I personally apologize for not being more thoughtful in my excitement to share the campaign and only sharing certain photos. Here is the 60-second spot that is more representative of Canada’s diversity and our creative,” wrote Akhtar.
Watch the KFC advertisement via the YouTube clip above.
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