Marketing Lingo is Just Hilarious

Breaking news from KFC/Kentucky Fried Chicken:

After 14 years of trying to downplay the image of its food as greasy and unhealthy by calling itself simply KFC, the chain opened a new restaurant in its hometown of Louisville, Kentucky, on Wednesday under its former name and plans 50 more this year. The move, the chain's most aggressive yet in its roughly two years of trying to revitalize sales, is part of a broader plan to "move the brand into the future" by drawing on its Southern roots, the company said in a statement.

Tell me: Just how does it "move the brand into the future" by spelling out the word "fried"?