KFC’s Believe campaign has returned, this time diving into the cult love of its famous gravy. Mother London’s latest campaign builds upon the mythology of KFC’s chicken obsession, and treats fans to an absurdly amusing spectacle.
The new Believe chapter focuses on an act that is simple but sacred: dipping a crisp Mini Fillet in a pot KFC gravy. This is not just a meal, but a ritual. This film takes viewers into an enchanted forest, where a parade of dedicated ‘Believers,’ march towards a shimmering, golden brown lake.
The scene is dominated by a golden totem egg, whose meaning has been deliberately left ambiguous but unmistakably reverent. The film ends with a devoted fan being ceremoniously dropped into the gravy, and emerging as a crisp Mini Fillet. This elicits wild celebration among the audience.
The film has the look and feel of an epic fantasy, but it also features a soundtrack that is original, the sound of which drives the movement of the Believers. This ad’s goal is not just to sell chicken, but also to introduce audiences to KFC’s deep-fried world.
Monica Silic (CMO, KFC UKI) says that the Believe campaign has been 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.”
Vedran Rupic, a director who has a long history of creating engaging, surreal brand stories, directed the slick tv cd. Commenting on how important it is to give audiences something for their time, he says: “No matter what side of advertising one is on, one should know that making films is transactional. You give the audience something, and perhaps they’ll reward you with something in the end. But if you’re just taking their attention to feed them your message, the transaction has failed. You give, you get. Few brands understand this as well as KFC.”
Mother’s Approach to Believe is rooted in mythology, symbolism and ritual. It elevates KFC above just being another fast food chain, making it an iconic and revered brand.
“The mission is for KFC to be the most iconic brand, so it’s crucial we push the scale and drama in all of our work to make sure it cuts through,” Martin Rose is the executive creative director of Mother. “When it comes to symbolism, and KFC as a modern icon, we use symbols that represent the brand; the egg, the gravy lake, and even tiny details like drumstick-shaped clouds that all cue the obsessive culture surrounding KFC.”
The Believe campaign is distinguished by its attention to details and the unexpected show. The campaign doesn’t simply celebrate KFC, but it treats the chicken with respect. KFC is a symbol of devotion to its customers, and every visual clue, including the ritualistic processions, the glittering gravy lakes, etc., confirms this.
The Believe campaign is a mythological one, but it doesn’t take itself seriously. The film is executed with a playful spirit that makes it as entertaining as it is intriguing.
“The humour might be ridiculous, surprising, and quirky, but it is never slapstick,” Notes Mother “We know the shows our audience watch and the way they want to be entertained.”
The balance of theatrical grandeur with self-awareness is what makes the Believe campaign so engaging. This results in a hilarious and visually striking take on KFC brand storytelling. It resonates with the audience while reinforcing KFC’s legend status.
It’s not just the movie that is involved in this campaign. The campaign is spread across multiple platforms, including out-of home (OOH), in-restaurant displays and PR campaigns that reinforce the UK’s love of KFC’s gravy and chicken.
