Foote Cone & Belding is behind the $35 million campaign to revamp KFC appeal. It's the biggest campaign ever for KFC and even The New York Times has an article on it.

A website, the chooseyoursauce.com features a video adventure where users are invited to pick their favourite sauce and see how the story develops. The site also has a contest offering a year's worth of KFC meals (to start an healthy life...).