Creative agency Mother London is launching KFC’s biggest cross-platform U.K. campaign yet, urging everyone to “Believe in Chicken” through a flash mob-like dance video.
In today’s modern world where technology, politics, and economies provide confusion more than reassurance, KFC wants everyone to start putting faith in its chicken.
“'Believe in Chicken' isn't just a tagline; it embodies the sentiment shared by everyone who touches KFC. Having one simple truth at the core of what you do makes you really powerful,” Mother Executive Creative Director Martin Rose said in a press release.
“You get to stand up and stand out. While our competitors may dabble in chicken (we have no beef with that), we're simply restoring chicken to its rightful place, the top.”
And the agency does it in a humorously venerable way, as people start dancing and groovily bobbing their heads like a chicken.
One by one, they drop what they’re doing and get infected by the chicken dance, slowly gathering and moving toward a location where, lo and behold, a chicken is grooving to the music, surrounded by people.
The concrete platform where the chicken is rises up as more and more “Believers” gather to dance around it in worship.
The ad closes with the call to action and the campaign tagline, “BELIEVE IN CHICKEN” in KFC’s signature red color.
Directed by Vedran Rupic through Business Club, the nearly two-minute hero spot uses a hypnotic mix of techno beats and classical Gregorian Chant that makes anyone want to jive to the music.
“The core idea coupled with a big musical component meant I had everything I needed to make it interesting. This is the type of job in one's life that has one thinking: Why am I not only doing jobs like this?” Rupic shared.
The launch film will premiere during ITV1’s broadcast of the EURO 2024 opening match between Germany and Scotland on Saturday.
Building a Cult-like Following
The campaign buildup was well-executed, getting people curious about what it’s all about with mobile digital ads roaming around London with the message, Lost All Belief? Trust in Cluck.”
Out-of-home (OOH) ads were also installed nationwide, with captivating text that writes “Trust in herds, believe in spices” and “Believe in the original.”
Imitating cropped circles, a huge 260-foot chicken is crafted on a field near Gatwick Airport where passengers on planes touching down would see.
KFC Marketing Director Kate Wall explains that chicken is the brand’s “core obsession,” and that this latest campaign pushes this mantra, celebrating it in “an irreverently witty way.”
The campaign also has a dedicated microsite that rewards visitors with coupons for “The Believer’s Meal,” composed of four mini fillets, fries, and drinks for less than £5.
To solidify its connection with old believers and rake in new ones, “Believe in Chicken” will embark on a massive countrywide OOH campaign in the form of banners, large-format screens, buses, and Piccadilly Lights.
New season-appropriate versions will also be introduced as the campaign continues through the summer.
On top of linear ads, KFC’s “Believe in Chicken” will also be rolled out on cinema, BVOD, online video, and social platforms.
Now, are you already a “Believer,” or are you going to be a new one?
