A recent KFC commercial featuring Kirk Cousins, quarterback for the Minnesota Vikings, has sparked controversy due to its perceived racial insensitivity.
In the ad, Cousins is seen snacking on KFC chicken while suggesting that the “little extra flavor” from the chicken makes NFL wide receivers work harder for the ball. This statement has raised eyebrows given the racial makeup of the NFL, where a significant number of wide receivers are Black, according to The Football Players Health Study at Harvard University.
Critics have pointed out the uncomfortable racial connotations of the commercial, particularly as it involves fried chicken—a food item historically entangled with racist stereotypes. The concerns are amplified by the knowledge that fried chicken was featured in “Birth of a Nation,” a film widely criticized for its racist content.
This incident is not the first time KFC has faced allegations of racial insensitivity in its advertising. In 2021, a KFC advertisement in the UK drew criticism for featuring two Black men transforming into dancing chickens in response to eating KFC. Despite viewer complaints, the UK’s Advertising Standards Authority did not find the commercial offensive.
Similarly, in 2010, a KFC commercial aired in Australia was accused of racial insensitivity. The ad depicted a lone white Australian cricket fan calming a crowd of Black West Indian supporters by offering KFC chicken. The commercial was eventually pulled from the air in the United States, although KFC claimed that Australian viewers did not find fault with it.
In another incident, KFC Canada faced backlash for a campaign that depicted only Black people eating fried chicken, a portrayal considered to reflect racist stereotypes. While the video commercial showed a diverse cast, the billboards focused on this stereotype. Critics have suggested that such controversies highlight the need for greater diversity and sensitivity in the marketing industry’s approval processes.
The backlash against the KFC Cousins commercial has extended online, with many viewers expressing their dissatisfaction and questioning the judgment behind its creation. Some YouTube commenters have claimed that subsequent airings of the commercial were edited to remove the controversial segment.
The controversies surrounding KFC’s advertising campaigns have been recurrent over the years, sparking debates about racial sensitivity and the portrayal of stereotypes in advertising. This has led to calls for changes in how marketing organizations create and approve their content, emphasizing the importance of reflecting audience diversity at all levels and preparing for potential audience reactions.
KFC’s history with racially charged advertising blunders suggests a pattern that has not been adequately addressed over the years. The company’s response to these incidents has varied, ranging from altering ad content to outright withdrawal of the commercials from certain markets. However, these responses have not always quelled public criticism or resolved underlying concerns about racial insensitivity.