Believe in Chicken.
KFC UK & Ireland pitched its chicken as the one thing left worth believing in, building a mock religion of 'Believers', gravy rituals and golden eggs across films, events and a year-long fan challenge.
- Brand
- KFC
- Agency
- Mother London
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
McDonald's, Popeyes and Wingstop were gaining ground in chicken, KFC was seen as past its prime, and penetration was falling among younger customers. KFC needed a new generation to accept that its taste is unmatched.
The idea
Mother built the platform on a mood of distrust, from deepfakes to politics, and offered great-tasting chicken as the dependable constant. The 2024 launch film, directed by Vedran Rupic, was followed by 'All Hail Gravy', set in an enchanted forest with a lake of gravy, plus a BFI IMAX takeover and a road trip pairing Greggs sausage rolls with KFC gravy. A third chapter in 2026 opened with a film and OOH inviting fans to scan a QR code and take on escalating challenges to find the nation's biggest believer.
Results
- According to the case study, quality perception rose 3.2 points against pre-campaign and 2.8 points year on year.
- The case study says 8.1 million viewers watched the TV ad on launch day.
- By the case study's figures, the third chapter has so far drawn 7M website visits and 32k applications.
Case study source: Creativebrief Source ↗
Awards
- Cannes Lions 2025Film Craft – A05 CINEMATOGRAPHYBronze
- Cannes Lions 2025Film Craft – A06 USE OF ORIGINAL MUSICSilver
Credits
- Creative agency
- Mother London
- Production
- Business Club
- Editing
- The Quarry
- VFX
- Black Kite Studios
- Sound
- King Lear Music & Sound
- Music supervision
- Mr Pape
- Casting
- Beast Casting
- Service company (Lithuania)
- Grandma
- Chief Creative Officer, Mother London
- Felix Richter
- Executive Creative Director, Mother London
- Martin Rose
- Copywriter/Art Director, Mother London
- Ali Milne James
- Copywriter/Art Director, Mother London
- Paloma Gardiner
- Director, Business Club
- Vedran Rupic
- Producer, Business Club
- Christian Kuosmanen
- Executive Producer, Business Club
- Tom Berendsen
- Production Designer
- Robin Brown
- DP
- Nico Poulsson
- Editor/Partner, The Quarry
- Paul Watts
- Executive Producer, The Quarry
- Dilia Knobel
- VFX Lead, Black Kite Studios
- Jonny Freeman
- Senior VFX Producer, Black Kite Studios
- Tamara Mennell
- Sound Designer, King Lear Music & Sound
- Jack Sedgwick
- Executive Producer, King Lear Music & Sound
- Natalie Curran
- Music Supervisor, Mr Pape
- John Connon
- Executive Producer, Grandma
- Linas Martinkenas
- Executive Producer, Grandma
- Indre Petrukaitiene
- Producer, Grandma
- Linas Pozera
- Art Director, Grandma
- Arunas Cepulis
