The fast-food chain is supporting its Grilled BBQ Rancher range with a viral ad featuring comedian Jenny Bede.
The tongue-in-cheek clip (below) considers the justifications women might use for eating unhealthy food, such as "It doesn’t count if it’s from someone else's plate".
Viewers will be encouraged to share their "It doesn’t count if…" stories on Facebook, Twitter and Instagram. Twitter users can also follow KFC’s @Doesnt-CountIf feed.
Jennelle Tilling, UK and Ireland vice-president for marketing at KFC, said: "Our first major social campaign provides us with a light-hearted mechanic to engage directly with young adult females, and gives us a chance to change their perception of KFC."
The campaign was created by digital company Fabric Worldwide.