Written by: Vickie Sullivan  |  January 07, 2025

KFC’s Battle Cry: Humor That Wins the Ad Campaign War

Thought I was done with the funny ad campaigns? Not yet. Last fall, KFC issued “a battle cry to its fast-food rivals with the launch of an integrated ad campaign.” Central to the effort is an ad that gives a satirical take on the “so-called battles of the fast-food industry around menu items like chicken sandwiches, sauces, and — with KFC’s latest move — chicken tenders.”

Typically, companies use logic to differentiate themselves from competitors. But using humor to address all the options available grabs people’s attention and makes them want to share your message.

2 Reasons Why Satirical Humor Works in an Ad Campaign

This type of ad campaign works because: 

• It focuses on the obvious. Instead of naming names, KFC uses a different context to make fun of the intense competition. Recognizing the obvious removes the debate over who is superior. What remains is empathy for the buyer who faces a difficult decision. To apply this strategy, ask yourself, “What is indisputable here?” That’s where you aim the humor.

• Strategic substitutions boost the relevance. Replacing weapons for kitchen tools made the difference between a chuckle and a guffaw. (Confession: Rattling the tongs almost made me spit out my drink.) Incorporating elements of your buyers’ environment connects their experience to the humor without restricting its appeal. To use this strategy, use the client’s world to find the substitutions.

In a space with lengthy sales processes and increasing options, using humor to tackle competition conveys your message in a non-threatening manner. Using this kind of humor opens the door for logic to walk through.

Now Read This:

• Should You Use Humor in Your Marketing?
• Competitive Branding for B2B Professional Service Firms

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