Chicken Fries Are Back At Burger King Thanks To Scott Disick Apparently

We look into the power of celebrities and social media as chicken fries return to Burger King following Scott Disick’s plea. The reality star and entrepreneur uploaded a photo on to his Instagram and Twitter accounts with a photo of him with a daydream bubble filled with chicken fries – he used the hashtags #bringbackchickenfries and #BKPDpartner (the Burger King Publicity department partner). The posts received thousands of comments from people agreeing that Burger King should bring back the popular chicken fries. 

Just one week after the initial post, it appeared that the chicken fries had returned to Burger King as Scott uploaded a photo of his purchase of chicken fries with the caption “Thank the Lord #chickenfriesareback #bkpdpartner” The photo also included a receipt showing that he had spent over $200 on the chicken fries. 

The interaction on the posts was huge. More and more brands are using celebrities on social media to mention their products, which not only increases brand awareness but makes the products seem more desirable. This can also help to increase the brands social media following. It is unclear whether Scott Disick’s request is a promotional stunt, or he really does love them, but either way it’s worked wonders for Burger King! 

Celebrities promoting brands is not cheap; a lot of them have a price that they charge for a tweet or series of tweets about a particular item. Gladwell, author of The Tipping Point, proposed a theory called “The Law of the Few”, which says that a small group of people with massive followings influence our purchasing decisions and behaviour.” 

The reason why brands get celebrities to mention them on social media is so that they cause a reaction, which will hopefully be an increase in sales of their products or services. Celebrities mentioning a brand have three forms of influence on the public. Celebrities have perceived credibility; the public are more likely to be influenced by a celebrity tweeting about a product than a friend - as the source is perceived to be more credible. They are also attractive to consumers, the public see that a celebrity has a branded product or is using a branded service and they want to have or do the same as the celebrity; and finally the celebrity source is intended to bring out compliance in the public to make them consider supporting their brand! 

Now local Gloucestershire SME businesses are unlikely to have the funds to make themselves ‘the next big celebrity thing’, but that doesn’t mean they can’t take advantage of recommendations. Paying for recommendations is not the way forward, but forming partnerships which have commercial benefits, and also social media ones are a great way to spread the word! Chelt52 is a great example and this unique initiative is growing in popularity as well as influence! 

Whether real or promoted, the fact remains apt is hoping they’ll bring Chicken Fries to the UK so that we can get our hands on them!