8 hours ago
Chicken Licken cries fowl as ad board rules KFC copied its characters
Chicken Licken has won a complaint against KFC at the Advertising Regulatory Board (ARB), after accusing its rival of copying iconic characters from its ad campaigns. The dispute centred on KFC's recent 'All Star Box' YouTube commercial, which Chicken Licken claimed featured lookalikes of its well-known characters Sbu and David 'Legs of Thunder' Mgijimi.
The 'All Star Box' ad centres on a protagonist who enjoys a meal while accompanied by clones of himself, emphasising the box meal's value. The storyline introduces two additional characters who observe the protagonist and then decide to order the same meal for themselves.
Chicken Licken submitted that KFC's advertisement used characters resembling its own without permission.
According to Chicken Licken, these characters are central to its brand image and have been featured in its ads for years. Since KFC and Chicken Licken are direct competitors in the fast-food market, the complainant felt this was a calculated move.
It further claimed KFC's ad wasn't just borrowing ideas; it was outright imitation.
KFC denied that it had copied anything deliberately and described the ad as a parody meant to highlight the appeal of the 'All Star Box.' No names or products were included in the ad, KFC said, and it didn't mention Chicken Licken at all.
A line in the ad used the term 'salty,' which Chicken Licken also took issue with. KFC argued it was slang meaning someone was envious and that it wasn't meant as a jab at Chicken Licken's food.
After reviewing the complaint and the ad, the ARB ruled in favour of Chicken Licken.
It noted undeniable similarities between the characters in KFC's ad and Chicken Licken's.
According to the ARB, KFC undermined its rival's advertising efforts, as both parties are close competitors in the fast-food industry and recycling its original advertising dilutes its marketing value. The ARB said that humour or parody cannot be used as an excuse when it results in copying or exploiting ideas that help identify a competing brand.
In its ruling, the board found KFC to be in breach of the advertising code, which specifically bans mimicry that harms a competitor's advertising value. KFC was told to pull the plug on its 'All Star Box' commercial across all platforms immediately.
