KFC's 'The Whole Chicken' spot is continuing to stir debate, with World Animal Protection (WAP) unveiling a pastiche of the mural at the centre of the campaign just around the corner from the fast-food chain's UK ad agency, Mother.
WAP's creative consists of a graffiti installation using the same wallspace in Shoreditch on which Mother launched the initial drive by getting different artists to paint chickens every day for a week. The WAP painting, however, implores pedestrians to find out the "whole truth" about KFC chicken by directing them to the #ChangeforChickens hashtag.
The counter move, part of the activists' wider 'Change for Chickens' initiative, calls on KFC to improve its welfare standards so that the birds are able to grow at a more "natural rate" and to have "additional space to move freely".
According to the animal welfare group, which has also penned an open letter to the company, the bold response seeks to "highlight the suffering of factor farmed chickens". KFC has reacted by slamming the stunt saying WAP's images and videos were not taken at a farm affiliated with the brand.
"Our suppliers' farms are subject to stringent audits against the highest industry standards. [They] must meet or exceed U.K. and EU legal requirements," said the firm in a statement.
"We're proud of our chicken and we're transparent about where our chickens come from and how they're cared for. We have arranged to meet World Animal Protection to hear its perspective and take it through our approach in more detail."
The TV ad created by Mother for KFC has provoked a strong reaction, prompting close to 500 complaints to the Advertising Standards Authority (ASA) in the UK.
The video depicted a real chicken, sashaying around a barn to X Gon’ Give It To Ya by DMX in the style of a 90s rap music video. People objected to a variety of things including the way the spot depicted chickens despite the fact they are headed for slaughter, pointing out that it may be "distressing" for vegetarians.
The regulatory body refused to investigate the ad on the basis that it was unlikely to cause distress or widespread offense.