Success invites imitation, and there is little doubt that international QSR brand Kentucky Fried Chicken—or KFC if brevity is more your thing—has ruled the roost when it comes to tasty morsels of deep-fried poultry and sides. So many copycats have hatched over the years that KFC has decided to address the phenomenon again with a cheeky website called Chicken Stock.
Styled after popular stock photography websites, Chicken Stock offers free-to-use high-resolution images of KFC’s menu items. On Chicken Stock’s about page, the QSR brand explained that it had noticed many competitors using fuzzy, pixelated pictures of its signature chicken. Rather than let its food get poorly represented, they’re making available quality photography. KFC explains that “even though they [competitors] can borrow our pictures, they will never borrow our taste.”
It’s not the first time KFC has used copycats to remind folks of the real deal, made with a secret blend of 11 herbs and spices. In 2019, the brand ran its “Guys, we’re flattered” campaign that featured a clever poster composed of different imitators’ store signs arranged alphabetically, in addition to TV advertising.
While the Colonel takes no umbrage with all the Kentucky Fake Chickens, there is a limit, of course. In 2013, the brand threatened to take legal action against a Thailand restaurant with a trade dress styled after KFC’s that replaced Sanders with Adolf Hitler.