Believe in chicken.

That is the message that KFC United Kingdom launched last year with the campaign “Believe in Chickn” with which he moved the idea that in a world of growing complexity, the quality and taste of his fried chicken is something that can still be trusted. Now, months later, the restoration brand expands that communication and continues to pay tribute to its community.

He does it again with the Mother creative agency And this time proposes a surreal scene that presents a kind of sect of fried chicken lovers. “Believe Part 2: All Hail Gravy” It intends to reaffirm the position of the brand as a reference of the category and deepen, with humor and storytelling, in the passion and dedication of KFC to chicken.

The spot presents a group of “believers” of the chicken that, hidden in a forest, receives someone who first discovers the KFC chicken. They carry out a kind of baptism ritual, so that the protagonist is immersed in a salsa lake and turned into a piece of fried chicken of the company.
The announcement, directed by Vedran Rupic and made by the producer Business Clubseeks to explore the connection between consumers and KFC products.

The announcement is committed to humor and surrealism. It also breaks with the narrative codes of food companies, which normally try to get away from the animal that provides the raw material of the food product. Here, KFC presents a chicken – although animated – and the egg, also trying to transfer the idea of ​​natural and organic product.

“The ‘Believe’ campaign is designed to entertain. Offers a breath of often chaotic and boring real world”; Monica Silic, Marketing Director of KFC United Kingdom and Ireland has commented, according to Little Black Book. “It is our way of sharing our absolute obsession with chicken, while we offer our audience something fun in what they can believe, in the midst of noise”

For their part, from the agency they also ensure that the objective of the campaign is to entertain the brand community. “KFC is an icon. All our work respects it”Said Martin Rose, Mother Executive Creative Director. “It also respects the audience; They understand that logic stops for 120 seconds while deepening the symbolism of total chicken obsession. It is a playful evasion of the world”

“Believe Part 2: All Hail Gravy” is the second part of the campaign, which KFC activated last June. On that occasion the company already raised the idea of ​​a passionate community which was attracted to chicken and postulated it as the only certainty in the middle of an increasingly complex world. Music and choreography are two elements that have remained between both spots.