KFC partnered with Super Deluxe to run a four-hour live stream of cats exploring the fabric husk of a towering model of the brand's mascot and founder Colonel Sanders.
On Tuesday, Super Deluxe broadcast live footage of the felines exploring a six-foot effigy of the Colonel on Facebook Live. It's believed around 1m viewers tuned into the spectacle, with 700,000 watching live and another 400,000 watching the recorded version.
Narrated by Ron Lynch (Ron of Bob’s Burgers), the footage included dangling chicken, shooting lasers, toys and distractions to keep the pack of cats occupied.
The description under a video shared by KFC on its YouTube, in which it cut together the highlights of the event, told a white lie: 'This is NOT a shameless attempt to sell fried chicken by wooing the internet with cute kittens.'
The 'Colonel Cat Climber' is just the latest in a long-line of absurd and compelling southern fried chicken-based stunts from the Kentucky chain. If you think four hours of live-streamed kittens will get you through the day, then you can check it out in its entirety below.
KFC also underlaid the activity with some social good, urging viewers to adopt a cat from the Heaven on Earth Society of Animals shelter, based in LA.
Back in the UK, the company suffered a chicken shortage several months ago. It gained many plaudits for apologising to the public with a Cannes Lions-winning 'FCK' print ad in the national press.