KFC announced on Tuesday its latest advertising strategy, a plan involving the recruitment of college co-eds and their backsides in an effort at persuading students to give its new bunless sandwich a try.
Proclaiming to be “the world’s most popular chicken restaurant chain,” KFC began recruiting college co-eds this week in Louisville, Ky. to be used as human billboards for promotion of its bun-less offering, the Double Down.
Focusing on “our key target of young men,” the KFC website announced the female students will be wearing sweat pants with the words “Double Down” branded across their rear ends. In addition to the rump ads, the girls will also be handing out KFC gift checks.
The company also announced it will select female students from three additional campuses and outfit them with the custom sweatpants. For their efforts, the coeds will each receive a $500 stipend.
For those unfamiliar with the product, the Double Down is a bun-less meal featuring two boneless white meat filets, two pieces of bacon, two slices of melted pepper jack and Monterey Jack cheese and the Colonel’s Sauce. According to KFC, the original version contains 540 calories while the grilled version contains 460 calories.
Regarding the company’s use of the female form for advertising, Terry O’Neill, president of the National Organization for Women, said: “It’s so obnoxious to once again be using women’s bodies to sell fundamentally unhealthy products,” according to USA Today.