“February was supposed to be the month of love. But not this year. Instead, a dark, swirling wind of sadness and heartbreak descended. A sorrowful shadow was cast across our nation. With such desolation and desperation, many wondered whether it was the beginning of the end. Some even considered going to Burger King.”

The KFC UK chicken shortage did end, however. Or as KFC UK agency, Mother, puts it, “Fear not – those bleak, dark days are over. A white-suited, silver-haired icon is emerging from over the horizon. A singular beacon of light, a ray of hope, returning to rescue Britain from the jaws of devastation. KFC is back, and so is the one true Chicken Connoisseur – Colonel Harland Sanders.”

The Colonel, KFC chief, founder and legend, has returned to UK TV for the first time in more than forty years. “Returning in a glorious blaze of herbs and spices, his reappearance symbolises a return to full strength after the nation’s favourite chicken restaurant ran out of chicken,” Mother noted.

The new ad turns a disaster (admittedly not of worldwide proportions) into glory, the glory of “the Colonel’s never-say-die spirit, his grit and determination, particularly in times of trouble”.

Today, KFC still follows (proudly, according to Mother) in his traditions: hand-made food, freshly prepared by trained cooks daily, and the same Original Recipe as it was back in the 1950s. The ad is a reassertion of KFC supremacy and a loyalty reminder. That’s what you can do when you’ve been on top of your sector for decades.

It also captures its audience inside the spirit of the moment. (Well read, Mother.) “My philosophy – don’t quit. Even in tough times, I’d always give the best there was in me. And you’ll always get the best in return,” The Colonel tells his audience.

The ad made its debut screening on during ITV’s Britain’s Got Talent, and will also be shown on BT Sport’s UEFA Champions League Final coverage. (“The Final is in Kiev. Chicken. You make the joke,” Mother noted.)

Meghan Farren, chief marketing officer for KFC UK and Ireland, said: “The Colonel’s back, and it’s about time too. We went through a tricky spell earlier this year – but his values, his philosophy and ultimately his recipe got us all through it. We’re glad to be back.”
The launch TVC is supported in press  – celebrating the perseverance of the Colonel by highlighting that it took 1009 separate attempts to perfect his iconic Original Recipe chicken), and in outdoor – showing iconic Colonel artwork, which was developed in partnership with American artist Greg Gossel, who specialises in screen-printing and collage featuring pop culture subjects. Digital content will delve further into the Colonel’s story, with documentary-style content on social media further into the campaign.

Hermeti Balarin, partner of Mother, added, “KFC has weathered one of the worst storms in its history without skipping a beat. Who better to put an end to this saga than the man behind it all, Colonel Harland Sanders?”

Mother’s human humour plucks KFC out of its chicken shortage disaster