Then: Interesting theory, Scott. Now tell us: How many calories in a nice, big serving of crow?

In October, KFC "executive vice president for marketing and food innovation" Scott Bergren announces some innovative food-related marketing: the repositioning of fried chicken as health food in a series of new TV ads. "Consumers," he says, "will be surprised to learn they can enjoy fried chicken as part of a healthy, balanced diet." They are indeed surprised: After protests from consumer advocates, who note that the advertised bucket of fried chicken contains 3,090 calories, the ads are pulled.

Now: Damage control

Yum Brands, parent company of KFC and Taco Bell, announces in late 2006 a switch to zero trans fat cooking oil for all fried products. The change comes after a watchdog group sues the chain, claiming the fast-food giant was not fully disclosing its use of harmful trans fats.