KFC has a new ad campaign featuring college women bearing the Double Down sandwich logo on their behinds.
Feminist groups claim the “human billboard” approach is obnoxious and only perpetuates sexism and female exploitation.
KFC, on the other hand, defends its new campaign, claiming that it’s “a great way to attract the attention of young men, who are the chain’s key customers and the Double Down’s biggest fans”. KFC’s rep also points out that rear-end ads have been widely used for a long time now.
The Double Down is a bunless sandwich which uses two fried or grilled chicken breasts in place of bread to hold a filling of bacon and cheese.
The program began last week at Spalding University in downtown Louisville, Kentucky. The chain plans to expand it to at least three more campuses. The additional schools and the women there will be picked via a Facebook promotion.