KFC 'Believers' use blind faith in fight for the golden egg

KFC is hunting for the “ultimate believer” in the third execution of its controversial “Believe” strategy, which this time features a group of blindfolded followers who are searching for the ultimate chicken and her golden egg, guided only by faith.

“How Much Do You Believe in Chicken?” has been devised by Mother and directed by Vedran Rupic, who also worked on the Ortolan-eating inspired film for “the Dirty Louisiana” burger as well as the ritualistic “All Hail the Gravy”, featuring an initiation ceremony in a gravy lake.

Both executions sparked a raft of complaints to the Advertising Standards Authority, with “All Hail the Gravy” has attracted more than 1,300 individual gripes. However, so far, the ad watchdog has refused to take any action.

While just as weird, the latest spot is seemingly less controversial. It kicks off in a gloomy warehouse as a group of Believers don their blindfolds before the doors open and they rush to hunt down what is seemingly the “Chicken Queen”. In scenes reminicent of a cross between a horror movie and a disaster film, the followers battle through the night, running in the streets, jumping over parked cars stuck in a traffic jam and through fields to get to the prize.

They all fall by the wayside, bar one, who stands at sunrise, removing her blindfold to come face to face with the ultimate reward; the KFC chicken and her iconic golden egg.

The integrated campaign spans TVC, online video, OOH and social media.

All campaign communications feature a mysterious QR code which drives Believers to a cryptic landing page. Here, fans will sign up and register for the ultimate test of their belief in chicken. Later in the year, the ultimate Believer will be crowned, awarded with the golden egg and a £50,000 prize.

KFC UK&I chief marketing officer Monica Silic said: “We’ve built a world of true chicken obsession with Believe. We wanted to push even further with part three, celebrating the Believers who don’t just love chicken — they live it. In this exciting next chapter, we’re putting belief in chicken to the ultimate test to prove that committing to cluck is committing to life itself.”

Mother executive creative directors Tomas Coleman and Derek Man Lui added: “This is not just a campaign, it’s an invitation to act. We’re elevating what being a Believer really means. What began as a playful escape from the world is now something true Believers can actually participate in.”