KFC has responded to its ‘UK chicken crisis scandal’ (where the fast food joint ran out of supplies of fresh chicken) by launching an ad campaign to apologise to its customers. The self-deprecating apology has been well received by fans, who appreciate the brand’s honesty.

In an ad campaign, soft drinks brand Oasis parodies purpose-driven commercials that use the social experiment tropes to convey a pro-social messages. As young people grow sceptical of trite or clichéd narratives, the campaign helps the brand stand out as a voice that gets them – albeit an irreverent one.

After a year marked by divisive rhetoric and seemingly incessant bad news, it’s unsurprising that 2016’s Xmas ads move away from the idea of magical jollity. Canvas8 spoke to Rob Thomas, founder of Practical Semiotics, to understand why the idyllic holiday montage is a thing of the past.

KFC is tapping into Gen Y’s taste for unique experiences with a limited-time offering of ‘hot chicken’ – a hyper-local dish that’s native to Nashville. While some may question the legitimacy of a chain adopting a regional favourite, how might KFC’s success impact the future of the fast food sector?