A dystopian KFC teaser campaign is telling fans to ‘Believe in Chicken’, as the restaurant chain lays a series of (perfectly seasoned) breadcrumbs in the run-up to its new brand campaign.
Designed to stand out amid the chaos and mistrust that surrounds Gen AI, deepfakes and the upcoming general election, the campaign aims to deliver a bold statement about the quality of KFC and cement its position at the top of the UK fried chicken market.
“In today’s mad world, it’s hard to know what to truly believe in anymore, but KFC knows there’s still one thing we can all rely upon: chicken,” says the brand.
Kicking off with a week of cryptic teaser activity, a wave of unbranded creative will be seen across the country, hinting that something significant is on the horizon. Nationwide outdoor media will feature intriguing messages like ‘trust in herbs, believe in spices’ and ‘believe in the original’ alongside striking iconography in the brand’s signature red and black palette.
“Leading up to our biggest ever brand campaign, we’re hoping to capture the power of intrigue,” said KFC marketing director Kate Wall. “The unbranded activity – which has the signature KFC tone – is designed to spark conversation, especially among KFC fans.”
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In addition to traditional OOH billboards and digital posters, KFC is also enlisting a series of advans – which will be drawing attention to various sites of mistrust – to help get its subliminal message across.
Even farmer’s fields won’t be safe from the campaign, as travellers returning to the UK via Gatwick Airport will see a 260ft chicken under the flight path as they land.
All elements link back to a dedicated microsite where “true believers in chicken” can win limited edition merchandise.
Mother executive creative director Martin Rose commented: “As one of the UK’s most iconic brands, KFC has a seriously loyal bunch of followers. With such a big fan base of chicken lovers, we’re simply spotlighting their passion with Believe in Chicken.”
