KFC’s Madden story changes

KFC So Good MaddenKFC’s position on Joel and Benji Madden’s past connections to vegetarianism and animal rights group PETA appears to have changed again, with the brand now saying it was only assured that the Good Charlotte members were not “currently” involved.

Last week, when Mumbrella revealed that the duo were fronting a new summer campaign for the chicken brand, a 2009 video quickly emerged of an interview with Benji Madden speaking about his conversion to vegetarianism.

He then tweeted that he hadn’t been vegetarian “for years” and that he had un-affiliated himself from PETA (People for the Ethical Treatment of Animals).

His tweet appeared to contradict a statement to Mumbrella issued at the same time by KFC:

“Prior to entering into our agreement, they advised us they have not been PETA activists or vegetarians.”

However, today’s Australian Financial Review contains a new comment from KFC:

“During our discussions with their management, we were advised that neither Joel or Benji are currently vegetarians or are associated with PETA.”

The Good Times campaign was masterminded by brand integration agency Ensemble. At the time, Ensemble MD Justin Ricketts said in a statement to Mumbrella: “This is possibly one of the biggest and best examples of a music collaboration I’ve ever seen or experienced in this market. It has been at the least six months in the making and a daily process of working to understand what KFC want to achieve and how the Maddens can help them do that. It has been a true collaboration between multiple agencies led by Ensemble Branded Entertainment. Working with Ensemble we have managed to develop a great relationship between the two, whereby KFC have allowed Benji and Joel to freely express themselves creatively throughout this campaign.

“At Ensemble – we are constantly striving to find new and engaging ways to connect brands with consumers – and this is certainly one of the campaigns that we’ve both proud and privileged to be have been part of.”

“It’s a very bold and ambitious campaign that has genuinely pushed the boundaries around how brands can truly partner with established artists to create genuine intrigue and engagement with consumers within a market where consumers can easily avoid traditional communications.”

Along with Ensemble, EMI, Ogilvy, Mediacom and Edelman were involved in the collaboration.

Joel Madden is also one of the coaches on Nine’s talent show The Voice.

Comments


  1. Matt
    3 Dec 12
    10:07 am

  2. Wait a minute…. You mean to say that it is possible that one or both of these guys only did this campaign for money? Wow!! :)

  3. Damien
    3 Dec 12
    11:23 am

  4. What a revelation! Celebrities change their beliefs for a pay cheque? That’s it! Call A Current Affair…hang on…

  5. Cognitively DIssonant
    3 Dec 12
    11:48 am

  6. Wait until KFC work out that Good Charlotte aren’t actually cool.

  7. Tony Bee
    3 Dec 12
    1:37 pm

  8. Given the amount of chicken product actually in KFC, vegetarians are probably safe!

  9. SellOuts
    3 Dec 12
    2:26 pm

  10. Lifestyles of the Rich & Famous….

  11. Archie Leech
    3 Dec 12
    3:33 pm

  12. They certainly are a couple of ‘dumb clucks’

  13. MarketingJabba
    3 Dec 12
    4:33 pm

  14. Once again the brothers whore themselves out within this market……… last year it was Heineken this year KFC. Hardly ground braking… or “best examples’.

  15. Dannyboi
    3 Dec 12
    6:54 pm

  16. Interesting the 6 month process involving “daily” collaboration didn’t uncover the links to PETA

  17. Harry Chase
    9 Dec 12
    9:40 am

  18. yikes, talk about zero charisma….seriously, these ads might be just dull enough to make me want kfc even less

  19. Ex Rep
    12 Dec 12
    8:21 pm

  20. And I quote….as I snigger when you call these two stars… “At Ensemble – we are constantly striving to find new and engaging ways to connect brands with consumers – and this is certainly one of the campaigns that we’ve both proud and privileged to be have been part of.”
    KFC are u seriously listening to that advice then you need a new rethink on your strategy…. Get in touch with your audience… shudder. BTW the food looks disgusting.