- KFC promoted a series of tweets criticising its fries.
- One tweet, written by Londoner Charlie Burness, called the fries “crap.”
- KFC is promoting its relaunched fries, which are thicker and chunkier.
Four years ago, 30-year-old Charlie Burness decided to skip London’s fancy restaurants and head to KFC for a relaxed dinner with her mother.
However, one aspect of their supper disappointed: the fries. So, naturally, Burness headed to Twitter to vent her frustration with the fried-chicken chain.
“I’ve got to say, KFC are riding solely on their chicken because Christ, those are crap fries,” she wrote.
I've got to say, KFC are riding solely on their chicken because Christ, those are crap fries.
— Burnessie (@charliejburness) August 11, 2014
Now, KFC has revealed that Burness’ dig helped prompt the chain to relaunch its fries across the UK.
The chicken-lover’s tweet was one of three promoted by KFC both on Twitter and in ads seen across British high streets.
“Dear KFC, no one likes your fries. Yours sincerely, the entire world,” Upgrade Music wrote in February of this year.
No one likes your fries.
The entire world.
— Upgrade ⬆️???? (@upgrade_music) February 5, 2018
“How can KFC be so good at chicken and so bad at fries?” Adam Marsh asked in 2016.
how can KFC be so good at chicken and so bad at fries?
— Adam Marsh (@AdumOnline) December 16, 2016
While people were initially perplexed by KFC highlighting the old tweets, it soon became clear that the fried-chicken chain was about to launch a new fry recipe.
The new KFC fries are thicker, chunkier, and have the skin on, leading some people to compare them to Five Guys’ famously popular fries.
The company hopes the fries, which will launch in KFC’s UK branches on November 19, will be better for dipping, as well as more delicious.
You told us no one liked our fries.
So new ones are coming soon.
— KFC UK & Ireland (@KFC_UKI) November 2, 2018
It wasn’t until KFC got in touch with Burness last month, asking if she’d allow the brand to pay Twitter to promote her tweet, that she realised her missive was part of something bigger.
“I thought it was quite clever, actually,” Burness told the BBC. “I knew it would grab attention because of the reputation their chips have.
“To be honest, I think everyone knows KFC’s chips are just not the best, really.
“Everyone knows they have got a reputation for not delivering on the fries. They’re kind of soggy, like they have been reheated as soon as you get them.”
The “Ain’t No Small Fry” campaign was created by advertising agency Mother, which is the same team behind KFC’s “FCK” campaign, launched after it experienced an unexpected chicken shortage.
Jack Hinchliffe, innovation director for KFC’s UK and Ireland branches, told the BBC, “We don’t change things on a whim – the colonel’s ‘Original Recipe’ chicken hasn’t changed since he finalised it in 1940.
“This was different, though. We heard the nation’s outcry. We read the brutal tweets. We had to step up our fries game. Thicker, chunkier, tastier. Job done.”
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