Colonel Sanders is back in KFC’s new ‘Fryerside Chats’ by Jonathan Chew @FortuneMagazine August 31, 2015, 12:37 PM EDT E-mail Tweet Facebook Linkedin Share icons The polarizing return of Colonel Sanders continues in KFC’s new series of ads that will offer brief public addresses on current events. Called “Fryerside Chats” – a tongue-in-cheek reference to the “fireside chats” evening radio addresses given by President Franklin D.Roosevelt in the mid-1930s – “Last Comic Standing” judge and “Saturday Night Live” alum Norm MacDonald reprises his role as the fast-food chain’s founder in a new series of online ads. Each brief ad will comment on current events like Labor Day, the NFL season and National Kale Day. There will be around 10 such ads released this month. KFC, owned by parent company Yum! Brands YUM , has been facing a split of opinions since it resurrected Colonel Sanders for its new marketing campaign. First played by comedian Darrell Hammond and now MacDonald, some have felt that the ads are making a caricature out of the brand’s patriach. Yum! Brands will be hoping the marketing push will help bolster KFC’s earnings. In the most recent quarter, KFC’s total revenue increased 8% as it expanded to new sites. However, it is still trying to usurp Chick-fil-A, who overtook KFC as the top chicken chain in 2012.