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.
- العلامة التجارية
- KFC
- الوكالة
- Mother London
- السوق
- المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2024
التحدي
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.
الفكرة
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.
النتائج
- 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.
مصدر دراسة الحالة: Creativebrief المصدر ↖
الجوائز
- Cannes Lions 2025Film Craft – A05 CINEMATOGRAPHYبرونزية
- Cannes Lions 2025Film Craft – A06 USE OF ORIGINAL MUSICفضية
فريق العمل
- الوكالة الإبداعية
- Mother London
- الإنتاج
- Business Club
- Editing
- The Quarry
- المؤثرات البصرية
- Black Kite Studios
- Sound
- King Lear Music & Sound
- Music supervision
- Mr Pape
- اختيار الممثلين
- Beast Casting
- Service company (Lithuania)
- Grandma
- الرئيس التنفيذي للإبداع، Mother London
- Felix Richter
- المدير الإبداعي التنفيذي، Mother London
- Martin Rose
- Copywriter/Art Director, Mother London
- Ali Milne James
- Copywriter/Art Director, Mother London
- Paloma Gardiner
- المخرج، Business Club
- Vedran Rupic
- المنتج، Business Club
- Christian Kuosmanen
- المنتج المنفذ، Business Club
- Tom Berendsen
- مصمم الإنتاج
- Robin Brown
- DP
- Nico Poulsson
- Editor/Partner, The Quarry
- Paul Watts
- المنتج المنفذ، 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
- المنتج المنفذ، King Lear Music & Sound
- Natalie Curran
- Music Supervisor, Mr Pape
- John Connon
- المنتج المنفذ، Grandma
- Linas Martinkenas
- المنتج المنفذ، Grandma
- Indre Petrukaitiene
- المنتج، Grandma
- Linas Pozera
- المدير الفني، Grandma
- Arunas Cepulis
