Polar fried chicken? Tensions between public engagement and fast-food marketing in KFC South Africa’s beyond the sea campaign

Abstract

In this article, we offer a slightly sideways approach to polar science communication and public engagement by focusing on a recent marketing campaign by fast-food restaurant chain Kentucky Fried Chicken (KFC) in South Africa. KFC’s Beyond the Sea campaign prominently features Marion Island – part of South Africa’s southernmost territory and the site of significant long-term scientific research and monitoring programmes. It tells the story of two fictional overwintering expeditioners at the South African research station on the remote sub-Antarctic island who miss home (or rather, the taste of KFC) so much that they head out in a rigid inflatable on the 2,000 km journey back to the fast-food chain’s nearest outlet on the mainland. The integrated advertising campaign – which includes radio teasers, a filmic commercial, vox pop reels and a mobile game – blends promotional material and ‘unbranded’ science communication. This article provides a thematic analysis of the Beyond the Sea campaign within the context of South Africa’s polar histories and existing public engagement programmes. The campaign raises key questions about whether, and if so how, corporate advertising can contribute to or detract from public awareness of and engagement with the polar regions, particularly in relation to the objectives of ‘science communication for social justice’ and encouraging Antarctic artistic and cultural production from Africa.