Hilarious. Mystical. Intriguing. Captivating. Yes, it’s all those things. Mother’s Believe campaign for KFC returns to reaffirm the brand’s position as the icon of chicken.
The new work builds on the 2024 launch in which KFC told the UK, “The mad world we live in is an unreliable place. Disappointment haunts you wherever you turn. The weather, your partner, your job, your team, your ability to get a seat on the train, the fact that crisp packets are half full. What can we even believe in anymore? Don’t lose hope. There’s still something to trust. Something to believe in. Chicken. It’s always good. Always there. And always crispy. Believe. In. Chicken.”
…a message Mother and KFC sent out in a mad film:
Now the odyssey to believe continues. And it’s all about KFC gravy. The new film focuses on the majestic moment a crispy KFC Mini Fillet meets a pot of glistening gravy. Viewers are transported to an enchanted forest where a colossal golden egg totem and a group of devoted Believers embark on a journey toward a lake of KFC’s legendary gravy. At the climax, the cult members revel as a ritualistic gravy dunk ensues.
Martin Rose, executive creative director of Mother, explained “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.”
Monica Silic, CMO of KFC UKI, commented, “The Believe campaign is designed to entertain. It provides a break from the often chaotic or dull real world. It’s our way of sharing our absolute chicken obsession while offering our audience something fun they can believe in, amidst the noise.”
Director, Vedran Rupic, added, “No matter what side of advertising one is on, one should know that making films is transactional. You give the audience something, and perhaps they’ll reward you with something in the end. But if you’re just taking their attention to feed them your message, the transaction has failed. You give, you get. Few brands understand this as well as KFC.”
The film leads a full campaign that covers in-restaurant OOH and PR activity that all reinforce the UK’s love for KFC’s fried chicken and cultish obsession towards KFC gravy.
Credits
Client: KFC UK & Ireland
CMO: Monica Silic
Marketing Director: Kate Tipper
Head of Brand: Leo Sloley
Brand Manager: Phoebe Syms
Creative Agency: Mother London
Creative: Mother London
Strategy: Mother London
Production Company: Business Club
Service Company: Orange Films
Director: Vedran Rupic
DOP: Nico Poulsson
Executive Producer: Tom Berendsen
Producer: Christian Kuosmanen
Edit House: Trim Editing
Editor: Joseph Taylor
Assistant Editor: Holly Thomson
Producer: Polly Kemp
Post House: Black Kite Studios
VFX Supervisor: Adam Crocker
CG Supervisor: Ian Baxter
Colourist: Tom Mangham
Executive Producer: Tamara Mennell
Sound Studio: King Lear Studios
Sound Designer: Jack Sedgwick
Executive Producers: Natalie Curran + Suzy Mcgregor
Music Artist: fivehundred
Track: Velvet Cascade
Media Agency: Mindshare
