KFC’s Commercials Aren’t About Chicken

So, I did, and I do see what he meant, … sort of.

I may be old school, but when it comes to advertising, I’ve always believed that the goal is to promote a product by highlighting its strengths and differentiating it from the competition. In Kentucky Fried Chicken’s case, that should be easy.

Their “bucket” is one of the most recognizable containers in the industry. It’s known globally for its “secret recipe, with 11 herbs and spices,” and, of course, its slogan of being “finger-licking good.” Not to mention that it is also one of the most trusted brands worldwide, a reputation it has maintained since its association with Colonel Harland Sanders from the beginning.

Over the years, the company has implemented numerous changes to stay current with the times. In the 1960s, Kentucky Fried Chicken became one of the first fast-food chains to expand internationally by opening outlets in Britain, Mexico, and Jamaica. In 1987, it was the first Western restaurant chain to open in China.

In the 1990’s KFC introduced grilled chicken options, salads, and other healthier menu items in response to health trends. The changes also included a name change from Kentucky Fried Chicken to KFC in 1991.

In the 2000s, KFC continued its international expansion, establishing a presence in over 100 countries.

In 2014, KFC introduced a refreshed version of its iconic logo that, as the company describes it, blends the timeless allure of Colonel Sanders with contemporary design elements.

All of these changes were reasonable. They illustrate a well-established brand that has built a strong foundation and made adjustments over the years to remain relevant to current trends. Those consistent and logical adaptations make the restaurant chain’s recent excursion into the bizarre all the more troubling.

KFC didn’t dive into the LGBTQ controversy like Bud Light did; in fact, many people are still trying to understand the message they are trying to convey. One thing is certain: regardless of what their marketing firm suggests, their efforts have little to do with selling chicken.

The ambiguity of their new commercials, combined with the bizarre imagery, has alienated many customers. The latest KFC commercial, a mix of unsettling cult-like behavior and a subtle suggestion of cannibalism, would likely have Colonel Sanders rolling over in his grave.

The two-minute commercial is part of KFC's ongoing "Believe" campaign in the UK, created by the London-based advertising agency “Mother.” KFC has described the ad as a "modern-day fable" designed to emphasize the strong bond between KFC fans and the brand's Original Recipe Chicken, along with its signature gravy.

Monica Silic, the Chief Marketing Officer for KFC in the UK and Ireland, told Adweek that the campaign aimed to inspire "fandom" and bring "lightness and levity to the chaotic world" through the brand’s core products.

Mother ECD Martin Rose added:

“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.”

The campaign has sparked controversy for showing a man submerged in a lake of gravy as part of a ritual, which some interpret as a parody of religious baptism practices.

The Advertising Standards Authority (ASA) has received 766 complaints about KFC's new advert, with some viewers accusing the brand of disrespecting Christianity and mocking baptisms. Despite the complaints, the ASA states that there is “no need for an investigation” to determine if it breaches the code of conduct.

The commercial begins with a man who encounters a chicken in a forest. He then follows a group that is carrying a large golden egg. This group leads him to a lake of gravy. There a woman immerses him in the lake. As a result of this experience, he is transformed into a chicken mini fillet.

Critics have voiced their discomfort regarding the advertisement. One commentator on Marketing Beat described it as "disgraceful," accusing it of promoting "cultism, cannibalism, and grooming," and labeled it "degrading and disturbing."

Others have referred to it as "vile," "uncomfortable," and "horrendous." One complainant stated, "I’ve never complained about an advert before, but this is beyond the pale."

The ad’s use of religious language, including billboards featuring a chicken dipper being "divinely dunked" into gravy, has further intensified the controversy.

Whether the ASA investigates or not, KFC’s new ads are extremely strange, and they have driven an unnecessary wedge between their company and some very loyal and devoted customers. I’m not a psychiatrist, but the images in the commercials are definitely not meant to sell chicken.