KFC is laying (perfectly seasoned) breadcrumbs in the run-up to its new brand campaign – Believe in Chicken. The campaign wants the UK to remember that in today’s mad world, it may be hard to know what to truly believe in anymore, there’s still one thing we can all rely upon – chicken. And KFC chiecken is the best there is.
The campaign kicks off with with a week of mysterious – and boldly unbranded – tease activity, a curious wave of creative hints that the UK is in for something huge. The cryptic, chin-scratching teasers aim to get the conversation started in a way that could only come from the true icon of chicken, KFC.
Kate Wall, marketing director at KFC, commented, “Leading up to our biggest ever brand campaign, we’re hoping to capture the power of intrigue. The unbranded activity – which has the signature KFC tone – is designed to spark conversation, especially amongst the KFC fans.”
Nationwide outdoor media will feature intriguing messages such as “trust in herbs, believe in spices” and “believe in the original” accompanied by striking iconography in the brand’s signature red and black palette. Across London, ad-vans will draw attention to various sites that we simply can’t believe in anymore, whil guiding people back to something real, something tangible, something… crispy.
With the campaign launching at the height of election season, KFC is sure to make waves.
At Gatwick Airport, returning holidaymakers to the UK will see an 80 metre chicken under the flight path as they land. Once through customs, they will get a warm welcome in the arrivals hall from fellow Believers guiding them to chicken.
In-pub guerrilla activity will give football fans watching the Euros something they can really believe in.
All elements link to a dedicated microsite where true believers in chicken can win limited edition KFC merch, including The Believers Ring, The Believers Halo, and the exclusive Believers Deal.
Martin Rose, executive creative director from Mother, stated, “As one of the UK’s most iconic brands, KFC has a seriously loyal bunch of followers. With such a big fan base of chicken lovers, we’re simply spotlighting their passion with Believe in Chicken.”
