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LOUISVILLE, Ky. — Hooter’s has their focus on big-chested women. Now KFC, the home of the 540 calorie Double Down, the caloric equivalent of a McDonald's Big Mac, is staking out its territory by emphasizing flat bottomed girls.
A spokesperson for KFC (NYSE:YUM) wrote to Blue MauMau, “We’re taking advertising to a whole new medium: the backsides of college sweat pants!” The fast food chicken chain goes on to say that it has decided to enlist female undergrads as human billboards in order to attract young males to eat the big-breasted macho meal.
A grilled chicken version checks in at a leaner 460 calories.
Young ladies sporting sweatpants are sent out to attract fellow students with KFC gift certificates and to spark an appetite for the fried bacon-and-cheese garnished mega chicken sandwich. KFC will select students at three additional campuses and outfit them with the customized sweat pants, an ample supply of KFC gift certificates, and a $500 stipend for their involvement.
Susan Levin, director of nutrition education at Physicians Committee for Responsible Medicine, replies to the sexual innuendo of the KFC campaign: “The male college students who are apparently the target market for this campaign might want to know that high-fat foods can raise the risk of impotence. A University of South Carolina study found that men with high cholesterol levels were more likely to report erectile dysfunction. It turns out that saturated fat and cholesterol clog arteries and slow the flow of blood to all organs.”
Levin belongs to a group that advocates a vegan diet. Last week the group ran a controversial television commercial during The Daily Show with Jon Stewart showing a corpse clutching a Big Mac.
John Cywinski, chief marketing and food innovation officer for KFC, says, “In an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first – one that’s fitting of the Double Down’s head-turning history.”
But blogger and former ad man Steve Hall of blog site AdRants thinks KFC’s chief marketer doth brag too much. “An advertising first?” Hall asks. “Seriously? Writing on the ass of sweatpants? Has the man not been into a clothing store in the past 30 years?”
Registered dietician Levin thinks that this campaign is a sign of a company that is struggling to elevate Double Down’s limp sales. “KFC is clearly getting desperate in the face of disappointing Double Down sales figures,” says Levin.