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Diners Not Biting on KFC's China Revival Campaign

KFC's staff wait for customers at its restaurant in Beijing (REUTERS/Kim Kyung-Hoon)

Diners Not Biting on KFC's China Revival Campaign

Yum Brands Inc's KFC website in China trumpets the slogan "Trust in every bite". That message is part of the company's new "I Commit" campaign intended to reassure customers in its largest market, who have cut back on visits since Chinese media reports a year ago about excessive antibiotic use by a few KFC suppliers.

Interviews with Chinese consumers suggest that rather than soothing concerns, the ads are reminding diners about the food safety scare at the fried chicken chain, which could undermine Yum's mission to revive sales there.