Meat-free challenger brand VFC is calling out the perceived hypocrisy of KFC’s latest ‘Believe in Chicken’ campaign, by asking the public to ‘Believe in Chickens’ instead.
Emulating Mother’s blockbuster dystopian creative, VFC has re-worked KFC’s semi-religious campaign into a series of tableaus that spotlights the cruelty of intensive chicken farming.
The brand’s guerrilla-style work sees a range of the US fast-food giant’s out-of-home works ‘tweaked’ to reveal the reality behind the treatment of mass-farmed chickens.
“KFC’s latest marketing campaign plays on the idea that modern life has become fake and untrustworthy, offering respite in the one thing we can all believe in: ‘chicken’, which is a huge hypocrisy,” a VFC spokesperson said.
“From an industry that does everything in its power to hide and misrepresent the truth of how its ‘food’ gets on people’s plates, the irony of calling out mistrust and propaganda is so on the nose that it feels insulting.”
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They added: “In 2022, we went undercover to a KFC UK & Ireland chicken farm to expose their “high welfare standards” and blatant humane washing. What we found was horrifying.”
“We’re calling out KFC’s hypocrisy and asking people instead to ‘Believe in Chickens’ and show these beautiful, sentient beings the care and compassion they deserve by choosing vegan alternatives.”
In another poster we can see the words ‘Believe in Chicken(s)’ superimposed over hanging carcasses, whilst another work featuring the word ‘Believe’ in bold red lettering is edited with graffiti to read ‘Lies’.
VFC head of marketing, Abigail Nelson-Ehoff added: “Our campaign is here to challenge the perception of chicken as just a food commodity and to show a glimpse of the reality of what these animals are facing.
“At VFC, we’re asking animal lovers to ‘Believe in Chickens’ instead, by choosing vegan alternatives to show these peaceful, sentient beings the care and compassion they deserve.”
