By Lisa Baertlein and Adam Jourdan NEW YORK/SHANGHAI (Reuters) - Yum Brands Inc's KFC website in China trumpets the slogan "Trust in every bite." That message is part of the company's new "I Commit" campaign intended to reassure customers in its largest market, who have cut back on visits since Chinese media reports a year ago about excessive antibiotic use by a few KFC suppliers. It is China's largest Western restaurant operator with roughly 4,500 KFC outlets, and the company reaps more than half of its overall operating profit there. Despite a decades-long reputation for serving safe food in China, KFC has struggled to fully restore diners' trust in a country where dangerous contamination scandals are commonplace. Interviews with Chinese consumers suggest that rather than soothing concerns, KFC's new ads are reminding diners about the food safety scare at the fried-chicken chain, which could undermine Yum's mission to revive sales there.
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