While KFC is promoting breast cancer awareness by changing the traditional red colour of its buckets to pink, healthcare groups are raising their eyebrows.
KFC has joined hands with the Susan G. Komen for the Cure to fight breast cancer for what's being billed as the "Buckets for the Cure" campaign.
However, people are questioning how the fried chicken chain, purveyor of a food that may contribute to obesity, partnering with the world's largest breast cancer organization.
"A lot of folks are questioning just how appropriate it is for a fast-food chain that sells, well, not exactly the most healthful food, to partner with a group known globally for helping save women's lives," the New York Daily News quoted Erin Allday as saying in the San Francisco Chronicle.
The chicken chain is changing the traditional red colour of its buckets to pink until the end of May and donating 50 cents for every bucket sold as part of the campaign.
So far, about 1.9 million dollars have been raised, and KFC has set a goal of more than 8 million dollars, according to the Buckets for the Cure Web site.
Blogger Yoni Freedhoff of Weighty Matters has noted that consumers who buy the buckets of chicken are likely to also buy fries, gravy and soda, too.
"So, in effect, Susan G. Komen for the Cure is helping to sell deep-fried fast food and, in so doing, help fuel unhealthy diet and obesity across America, an odd plan given that diet and obesity certainly impact on both the incidence and recurrence of breast cancer," wrote Freedhoff.