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In July 2001, KFC launched a $200 million advertising campaign, featuring actor Jason Alexander as a "Chicken Fanatic." The campaign—with its tagline, "There's Fast Food, Then There's KFC."—was developed to differentiate the chain from others in the quick-serve industry, namely burger chains.
The new spots show Bonds and Alexander on a baseball field discussing why KFC's Popcorn Chicken are better than other chicken products on the market. The ad ends with Bonds batting a "mystery meat" nugget out the ballpark.
Barry Bonds jumped to the top of our list when we looked at athletes," said Peter Fould's, KFC's chief image and advertising officer. "We are looking forward to building a prosperous relationship that will entertain our customers."