PETA’s “Kentucky-Fried Cruelty, Inc.” Campaign

Case Solution

Gerard Seijts, Michael Sider
Ivey Publishing ()

A year and a half after interrupting its campaign against fast food giant McDonald’s, the coordinator of the vegan campaign People for the Ethical Treatment of Animals (PETA) contacted Kentucky Fried Chicken (KFC) to warn the company of your next goal. He noted in his letter that many KFC competitors had convened advisory boards to examine the welfare of animals raised and slaughtered for their farms, but KFC seemed completely disinterested in the matter. PETA would rather not include KFC in a campaign, but if the company refused to form an animal welfare committee to see how to raise and slaughter its chickens in a more humane way, all the brochures, action warnings, posters, billboards, t-shirts and press. The launches that PETA was preparing now would be dedicated to KFC and its cruel treatment of chickens. In January 2003, PETA announced a media campaign against the company, fed up with what KFC saw in open communication, public misinformation, and openly blocking change at animal factories. Now was the time for KFC to respond.

We don‘t have the case solution, but we pay up to $50 for yours!

  • Set a reminder to receive an email after your university‘s case study deadline.
  • Upload your case study solution. We will review it for quality.
  • Get your money via PayPal or to your bank account.