KFC Unveils New Slogan For China Market Troubled By Contamination: "Trust In Every Bite"
No, seriously!
Dec 4 (Reuters) - Yum Brands Inc's KFC website in China trumpets the slogan "Trust in every bite".
That message is part of the company's new "I Commit" campaign intended to reassure customers in its largest market, who have cut back on visits since Chinese media reports a year ago about excessive antibiotic use by a few KFC suppliers.
Interviews with Chinese consumers suggest that rather than soothing concerns, the ads are reminding diners about the food safety scare at the fried chicken chain, which could undermine Yum's mission to revive sales there.
A survey conducted in November found nearly 40 percent of respondents were still very concerned about antibiotic use in KFC chickens. Yum, which cut off some of its suppliers after the television report on antibiotics, initially predicted safety fears would quickly fade. But sales at its established restaurants have yet to turn around, and it has pushed back the recovery timeline.
EDIT
http://www.reuters.com/article/2013/12/04/yum-china-safety-idUSL4N0JJ1BL20131204
