The sights and sounds of the holiday season are familiar to us all: snow falling gently outside, stockings overflowing with gifts, “White Christmas” playing softly in the background.That’s the vision of holiday cheer that KFC is hoping to sell this month, with the release of a branded log designed to create a “warm fried chicken-scented fire” on the hearth.
KFC has been pitching the scented logs as an environmentally sustainable alternative to firewood: The chain designed the product in a partnership with Enviro-Log, a company that makes firewood substitutes from recycled waxed cardboard. The release of the scented log marks a fitting conclusion to a busy year of fried-chicken marketing. In August, a seemingly innocuous post on Twitter by the Popeyes social media team set off the “chicken sandwich wars” as Chick-fil-A and other chains jockeyed to assert their products as the best. And in five hours on a Tuesday at the end of August, KFC sold its entire test supply of chickenless fried chicken developed by plant-based meat company Beyond Meat.
The unveiling of the scented logs drew immediate ridicule on Twitter from critics who called it a new low in Christmas marketing. “Hoping also to find a candle that smells like someone cooking salmon in the staff microwave,” one user said.
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