KFC Canada is being slammed for a new Finger Lickin’ Good ad campaign, which is fueling accusations of racism, and cultural misappropriation.
Azim Akhtar, Marketing Director with KFC Canada posted photos of the ad on Twitter ( X ) and received backlash from the Black community immediately.
Akhtar didn’t expect the reaction from the Black community when he captioned his post with:
“Sorry Utensils, It’s Finger Lickin’ Good. Latest campaign, I couldn’t be more proud!!”
Each ad in the billboard features a dejected utensil sitting idly by while reflecting the image of Black men and women eating KFC using only their fingers to eat. No other races were portrayed in the ad that Akhtar posted. And therein lies the trouble.
Once the backlash hit his post, Akhtar pointed out the existence of a commercial which has several other races depicted in it, eating only with their fingers. But it was too late, and the damage was done.
It should be noted that the billboard ads, from what can be seen, feature only Black men and women.
Many from the Twitter/X community, pointed out the cultural racism that was exuding from the ads:
“You being the director of marketing, sharing multiple gigantic billboards with Black folks eating fried chicken, licking their fingers, is simply not it. No matter how diverse you feel this ad is“.
“Why did you choose black people for this campaign?”
“nobody black thinks it was great. Only non black folks commenting an how great it is.”
“I just know it’s a Black person on the creative team like “I knew this wasn’t a good idea but they don’t listen to me so I just clock in…do my work…n go home”.
“The print ad vs the video cam across as a caricature display of black people. Nah, this was a miss.”
KFC has been in hot water in the past for racist matters, like the time a few months ago when someone vandalized their marquee sign to read,” Ni*** For Sale.” KFC released an apology statement for that one.
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