Has new KFC campaign backfired after calls to ban ‘disturbing’ ad?

Tom West
Has KFC's latest TV campaign backfired following widespread confusion online and calls for it to be 'taken off the air'?
FeaturesNewsOpinionThis Week in Marketing

With its sombre tone, cult-like aesthetic and surreal imagery, KFC’s latest TV ad has gone unmistakeably viral.

The only problem is the masses seem to have reacted with confusion (and in some cases disgust), instead of being inspired to head down to their nearest KFC outlet.

Comments posted on this site describe the ad as “disturbing” and the stuff of “nightmares”. While others said it is not appropriate to be shown to children and should even be banned.

Developed by London-based creative agency Mother, ‘All Hail Gravy’ is the latest instalment in the US brand’s eccentric ‘Believe in Chicken’ ad series, which burst onto our screens last summer with its depiction of Britons entering into a jerky trance, before engaging in the mass worship of a chicken.

Strange? Yes. Left-field? Almost certainly.

But what it is sure to do is live long in the memory of those who have watched it, forming one of the more unique campaigns for a major brand seen in recent years.

And the online stir caused by ‘Believe in Chicken Part 2: All Hail Gravy’ will only serve to cement the campaign’s legacy, even if not everyone appears to appreciate Mother’s Ari Aster-inspired brand of creativity.

So why has this latest clip proved so controversial?

We can only guess that the connotations of ritualistic human sacrifice seen in the film’s crescendo, when a man is seemingly dunked into a lake of KFC gravy only to be born again as a mini fillet, might have something to do with it.

Writing on Marketing Beat, one commenter said: “[The] advert is disgusting!! Put me off KFC for life!! Looks like deep frying a man. What does this have to do with KFC?” While another wrote: “Maybe they should re-name it, KFH: Kentucky Fried Human?”.

Another disgruntled viewer said: “This is a disgrace to KFC.”

“It features and implies many suspect attitudes, cultism, cannibalism, grooming and is actually very degrading and disturbing, this is not a family advert which also could be detrimental to young children,” they said.

Others described the ad as “vile”, “uncomfortable” and “horrendous”.

“I’ve never complained about an advert before but this is beyond the pale,” said a commentator.

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The ire and confusion wasn’t confined to our comment section however, with numerous users venting on X (formerly Twitter). ‘Queenie’ wrote “KFC need[s] to stop spending money on these stupid adverts cos what the hell is this golden egg and chocolate river person chicken all about?”

Another user posted: “Is KFC trying to tell us we are eating humans or chicken? Most bizarre advert of the year deffo goes to KFC.”

The response wasn’t entirely negative however, with a Reddit user pointing out that in sparking so much conversation, the advert had done its job: “I’m genuinely shocked at the amount of… tin-foil hat wearing basement dwellers who think it’s somehow some confession that KFC is human meat… I mean seriously??

“Advertising is designed to advertise. And guess what, you’re all talking about it! It’s done its job.”

Mother declined to comment on the backlash.

However, speaking on the campaign’s release, Mother ECD Martin Rose said: “KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we go deep into the symbolism of total chicken obsession. It’s a playful escape from the world.”

While Monica Silic, KFC UK and Ireland CMO said: “The ‘Believe’ campaign is 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.”

FeaturesNewsOpinionThis Week in Marketing
FeaturesNewsOpinionThis Week in Marketing
Tom West

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Has new KFC campaign backfired after calls to ban ‘disturbing’ ad?

Has KFC's latest TV campaign backfired following widespread confusion online and calls for it to be 'taken off the air'?

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With its sombre tone, cult-like aesthetic and surreal imagery, KFC’s latest TV ad has gone unmistakeably viral.

The only problem is the masses seem to have reacted with confusion (and in some cases disgust), instead of being inspired to head down to their nearest KFC outlet.

Comments posted on this site describe the ad as “disturbing” and the stuff of “nightmares”. While others said it is not appropriate to be shown to children and should even be banned.

Developed by London-based creative agency Mother, ‘All Hail Gravy’ is the latest instalment in the US brand’s eccentric ‘Believe in Chicken’ ad series, which burst onto our screens last summer with its depiction of Britons entering into a jerky trance, before engaging in the mass worship of a chicken.

Strange? Yes. Left-field? Almost certainly.

But what it is sure to do is live long in the memory of those who have watched it, forming one of the more unique campaigns for a major brand seen in recent years.

And the online stir caused by ‘Believe in Chicken Part 2: All Hail Gravy’ will only serve to cement the campaign’s legacy, even if not everyone appears to appreciate Mother’s Ari Aster-inspired brand of creativity.

So why has this latest clip proved so controversial?

We can only guess that the connotations of ritualistic human sacrifice seen in the film’s crescendo, when a man is seemingly dunked into a lake of KFC gravy only to be born again as a mini fillet, might have something to do with it.

Writing on Marketing Beat, one commenter said: “[The] advert is disgusting!! Put me off KFC for life!! Looks like deep frying a man. What does this have to do with KFC?” While another wrote: “Maybe they should re-name it, KFH: Kentucky Fried Human?”.

Another disgruntled viewer said: “This is a disgrace to KFC.”

“It features and implies many suspect attitudes, cultism, cannibalism, grooming and is actually very degrading and disturbing, this is not a family advert which also could be detrimental to young children,” they said.

Others described the ad as “vile”, “uncomfortable” and “horrendous”.

“I’ve never complained about an advert before but this is beyond the pale,” said a commentator.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

The ire and confusion wasn’t confined to our comment section however, with numerous users venting on X (formerly Twitter). ‘Queenie’ wrote “KFC need[s] to stop spending money on these stupid adverts cos what the hell is this golden egg and chocolate river person chicken all about?”

Another user posted: “Is KFC trying to tell us we are eating humans or chicken? Most bizarre advert of the year deffo goes to KFC.”

The response wasn’t entirely negative however, with a Reddit user pointing out that in sparking so much conversation, the advert had done its job: “I’m genuinely shocked at the amount of… tin-foil hat wearing basement dwellers who think it’s somehow some confession that KFC is human meat… I mean seriously??

“Advertising is designed to advertise. And guess what, you’re all talking about it! It’s done its job.”

Mother declined to comment on the backlash.

However, speaking on the campaign’s release, Mother ECD Martin Rose said: “KFC is an icon. All of our work respects that. It also respects the audience; they understand that logic is parked for 120 seconds as we go deep into the symbolism of total chicken obsession. It’s a playful escape from the world.”

While Monica Silic, KFC UK and Ireland CMO said: “The ‘Believe’ campaign is 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.”

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