It is fair to say that, when it comes to fried chicken, there is plenty of choice. In our own area alone we have The Chicken Club, Jenito’s Fried Chicken, Chicken Village, Roostaros, Cheeky Chicken, Shas Chicken, Wing Stars and our own personal favourite Fab Chicks. Naturally, KFC is not immune to this, as its 2019 Godfather-pastiche “Chicken Town” recognised.
But trying to reaffirm the brand’s position as the “icon of chicken” is no mean feat, as the latest execution of KFC’s Believe campaign “All Hail Gravy”, devised by Mother, shows.
Building on the 2024 launch, this new chapter, spearheaded by a lavish and bizarre TV ad and supported by a fully integrated campaign, delves deeper into the “mythology” surrounding KFC’s passionate dedication to chicken.
To be honest, it’s been on the telly all week but just in case you haven’t seen it, the film opens in a forest where a colossal golden egg and a group of devoted “Believers” embark on a journey towards a lake. At first, viewers might be forgiven for thinking this is an Easter campaign, complete with giant chocolate egg and chocolate lake.
But this is no ordinary ad, and this is no ordinary lake, it is in fact full of KFC gravy.
At the climax, one follower is dunked in the lake and emerges as a giant crispy KFC Mini Fillet coated in gravy, much to the delight of the other “Believers”.
It is not known if they then tear him apart for their deep fried chicken fix but KFC UKI chief marketing officer Monica Silic seems pretty chuffed with the work. She said: “The ‘Believe’ campaign is designed to entertain. It provides a break from the often chaotic or dull real world. It’s our way of sharing our absolute chicken obsession while offering our audience something fun they can believe in, amidst the noise.”
Mother executive creative director Martin Rose added: “KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we go deep into the symbolism of total chicken obsession. It’s a playful escape from the world.”
So, what is the consensus around the Decision Marketing office?
Well, this one certainly divided opinion, with the consensus evenly split between “what a load of shit” and “this is genius”, although we sense the former are more Fab Chicks than KFC devotees.
And that, dear readers, is the crux. If you love KFC you will be a “Believer”; if not, it’s Chicken Village for you…
Decision Marketing Adometer: A “clucking bonkers” 8 out of 10
