KFC’s Irreverent Ad Calls on People to Believe in Chicken in These Uncertain Times

In these uncertain times—marred by political and economic turmoil, climate change and the rise of artificial intelligence—it’s hard to know what to trust. Restaurant chain KFC offers a simple answer to the lost and fearful masses: Believe in chicken. 

The brand will launch its largest ever campaign in the U.K. today, with an ad premiering during the UEFA Euro 2024 soccer championship’s opening match between Germany and Scotland. KFC, already known for its lighthearted voice, issues an irreverent rallying cry for a younger generation inheriting an unpredictable world.  

The film, created by agency Mother London, is set in a dystopian world where radio and TV broadcasters report on unsettling developments in AI, with one news anchor asking, “What can we even believe in anymore?”

A futuristic soundtrack kicks in and, like zombies, a city’s inhabitants begin following the hypnotic beat. As they move through deserted streets, the tension builds and it becomes clear that a mysterious force is pulling them together. 

Finally, they all join in a circle around the source of that power: a chicken. The crowd sways and dances around the bird, their new deity. 

The campaign will run across TV, cinemas, online video and social platforms. Outdoor ads share the bold call to “Believe” alongside shots of KFC menu favorites. 

In the week leading up to the launch, KFC teased the campaign with unbranded ads speaking to those who’ve “lost all belief” with cryptic messages such as, “Trust in herbs, believe in spices.”  

At London Gatwick Airport, returning travelers saw a 260-foot chicken under the flight path as they landed.

Reinventing the brand 

Over the past few years, KFC has been on a journey to modernize the brand and make it “feel relevant to new generations of fans,” Monica Pool, chief marketing officer of KFC UK and Ireland, told ADWEEK. 

“In that time, the rest of the category has started catching up. It wasn’t so much that anything was broken with how we were communicating—it was more that the time felt right for a big push forward,” she continued. “We know that we have to constantly reinvent the brand so that we stay relevant.”

The “Believe” campaign, with its catchy tune and irreverent message, is focused on reaching Generation Z and sparking conversation, Pool added. 

While it has become cliché to talk about living in unprecedented times, KFC and Mother wanted to contrast that refrain with entertainment for audiences feeling the downtrodden mood of the nation, said Neasa McGuinness, the agency’s head of strategy. 

“The simple consumer insight is that most people yearn for things that are real and relatable—stuff they can depend on and things that offer up a bit of light relief,” she said. “We’re always at our best as a brand when we seem to capture what everyone else is thinking, but nobody is saying.”