One lackluster bite. That's all it took for McDonald's CEO Chris Kempczinski to hand a marketing gift to his quick service competitors. But it was KFC's U.S. president Catherine Tan-Gillespie’s response that caught my eye.
Back in February, Kempczinski posted a promotional video for the chain's new Big Arch burger, but his stiff posture, tiny bites and repeated references to the burger as a "product" quickly garnered online attention.
While some praised his authenticity, others wrote that "This almost feels dystopian. He's acting like he's afraid of it.”
The video triggered a chain reaction across quick service restaurants, with rivals Burger King and Wendy’s poking fun at the video. My favorite though was KFC’S response.
Tan-Gillespie posted a video taking a confident bite of a KFC chicken sandwich, quipping "at KFC, we'll leave that beef to the boys — no products, just finger-lickin' good chicken."
Rewarding strategic creativity
The response had everything great marketing needs: perfect timing, a clear brand voice and just enough wit to make it sting. She didn't react to McDonald's — she used it. That's the kind of strategic creativity the Chicken Marketer of the Year award was built to celebrate.
Do you work with a retail, foodservice, direct-to-consumer or producer/integrator who did a fantastic job of promoting chicken consumption in 2025? Recognize outstanding accomplishments with the Chicken Marketer of the Year award! This award honors exceptional efforts in retail, foodservice, direct-to-consumer, producer/integrator organizations and companies who have demonstrated innovative marketing and creative excellence in promoting chicken consumption.
The winning organization will be recognized during a trophy presentation at the 2026 Chicken Marketing Summit. A representative from the winning organization must be present at the conference and will receive a complimentary conference registration, a two-night stay at the Innisbrook Resort and reimbursement for coach airfare or for mileage driving to the event.
The deadline to submit a FREE nomination for the Chicken Marketer of the Year is May 1, 2026. To submit your free nomination, go to www.chickenmarketingsummit.com.
Attend the 2026 Chicken Marketing Summit
Make plans to attend the 2026 Chicken Marketing Summit, scheduled for July 27-29 at the Innisbrook Resort in Palm Harbor, Florida.
Serving a unique cross section of the chicken supply chain, the 2026 Chicken Marketing Summit will feature the theme “The Protein Moment.” The one-of-a-kind event explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration for the 2026 Chicken Marketing Summit is now open. For more information, go to www.chickenmarketingsummit.com.
NOW OPEN: Nominate excellence in chicken marketing for the Chicken Marketer of the Year Award!
