KFC’s chief marketing officer Kevin Hochman explains the rotating Colonel Sanders ad campaign and rebranding as artisanal fried chicken.

Stop us if you’ve heard this one before: KFC changed its name from Kentucky Fried Chicken because, legally, they can’t describe the product they sell—made up of mutant, eight-legged birds without feathers!—as “chicken.” The company’s chief marketing officer, Kevin Hochman, has heard that one, too. “Over the years, a lot of customers, believe it or not, think that we can’t legally say the word ‘chicken,'” he laughs. “And the shame of the whole thing is that all of our chickens are from farms right here in Arkansas and Georgia and states that you know. We don’t use any steroids or added hormones to our chickens. That’s illegal. I would go to jail if that were the case.”

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