New KFC ad sparks protests as gravy gripes hit new high

KFC’s “Believe” brand platform continues to court controversy with the ad watchdog confirming the latest execution for “the Dirty Louisiana” burger has already triggered a raft of consumer complaints, while “All Hail the Gravy” is now one of the most complained about ads of all time.

The latest 20-second film by Mother depicts a group of KFC “Believers” as they prepare to indulge in The Dirty Louisiana burger.

The ad opens with the group sitting around a table in a darkened room, with serving dishes before them, seemingly chanting in some sort of trance. Some strike their cutlery on the table, while others bang their chests.

They then cover their heads with red napkins and scoff down The Dirty Louisiana burgers.

The spot only launched last week, and, while a spokesperson for the Advertising Standards Authority did not have the specific number of complaints received, it appears there are a number of factors which have enraged viewers.

One is that, in real life, the burger looks nothing like it does in the ad, while the majority maintain that the TV spot seeks to mimic the ritualistic act of eating Ortolans, therefore endorsing animal (avian) cruelty.

The practice, which is now illegal in France, featured in both TV series Succession and Billions.

In a nutshell, captured Ortolan buntings are kept in dark cages, force fed figs and millet until they have doubled in size, drowned in brandy, plucked, roasted, and eaten feet-first in a single bite, leaving just the beak behind.

Just like the KFC ad, diners place a napkin over their heads; some argue this is to hide their shame, others claim it is to savour the taste.

Last week, KFC UK & Ireland marketing manager Danielle Ruggles said: “The Dirty Louisiana is one of our most decadent burgers yet, worthy of being shrouded in intrigue. So, we went against category convention, launching it as an experience and ritual rather than one focused purely on product.

“The film builds on the ‘Believe’ platform perfectly by depicting our complete obsession with all things chicken, creating community, ritual and behaviours that cement this commitment in a world of Believers.”

Meanwhile, the ad watchdog has also confirmed that the previous execution in the Believe series, “All Hail the Gravy” has attracted more than 1,300 complaints.

This makes it the sixth most complained about ad of all time behind Paddy Power – Oscar Pistorius (5,523 complaints); Tesco – Father Christmas’ Covid Passport (3,000); Booking.com – Booking (2,500); Ryanair – Jab & Go: (2,371); and finally KFC – Zinger Salad (1,671).

Even so, the ASA has decided not to take any action against the gravy ad, despite accusations that it promoted cannibalism and glorified satanism.

The spokesperson said: “The complaints have been carefully assessed by ASA Council, the jury who decide whether the advertising rules have been broken. On this occasion, ASA Council did not consider there were grounds for a formal investigation. We continue to assess complaints that raise any new issues, but currently we do not plan to take further action.”