The Unpredictable World We Live In
The current global landscape is characterised by uncertainty and unpredictability. From the rise of artificial intelligence (AI) to economic instability and political misinformation, the modern era is rife with confusion. Even trivial matters, like misleading dating profiles or disappointingly sparse crisp packets, add to a pervasive sense of insecurity. In the midst of this chaos, KFC’s latest UK brand campaign, “Believe in Chicken,” offers a refreshing anchor of reliability.
The Campaign’s Core Message
Developed by Mother London, the “Believe in Chicken” campaign aims to provide audiences with something steadfast in a world full of unpredictability. KFC leverages its consistent quality and commitment to delivering reliable, delicious chicken as a beacon of trust. The campaign’s central message is clear: while the world may be uncertain, you can always believe in KFC’s chicken.
Launch Strategy: A Grand Entrance
The campaign made a significant debut with a launch film during the high-profile Euros opening match between Germany and Scotland. This prime-time slot on ITV1 ensured maximum visibility, capturing a broad audience already engaged in an emotional, communal experience. The 90-second film masterfully portrays the misleading and unreliable nature of today’s world, juxtaposed against the dependable joy of KFC’s chicken.
Unpacking Modern Mistrust
Directed by Vedran Rupic and choreographed by Sven Lesoria, the film delves into contemporary issues that fuel mistrust. From AI-generated content to erratic weather patterns and fickle fashion trends, the ad showcases the many facets of today’s unreliable world. The hypnotic beat and dynamic choreography create an engaging visual and auditory experience, culminating in a collective celebration of “believing in chicken.”
A Comprehensive Media Approach
KFC’s campaign is not limited to television. It extends across multiple platforms, including cinema, BVOD (broadcaster video on demand), online video, and social media. The extensive outdoor campaign features high-impact placements nationwide, such as large-format screens, buses, and the iconic Piccadilly Lights. The out-of-home (OOH) activity will evolve over the summer, tailoring messages to specific locations and timings, ensuring the “believe in chicken” message remains fresh and relevant.
Engaging with Audiences Through Intrigue
Prior to the official launch, KFC executed a week of unbranded activity designed to spark curiosity and conversation. Cryptic teasers with messages like “trust in herbs, believe in spices” and “believe in the original” appeared across various media, igniting intrigue and anticipation. This approach tapped into the power of curiosity, leading audiences towards the grand reveal of the “Believe in Chicken” campaign.
Capturing Public Sentiment
The timing of the campaign during a pivotal election season in the UK was strategic. Tapping into the national mood of uncertainty and mistrust, KFC positioned itself as a reliable and comforting constant. By addressing the broader cultural conversation in a light-hearted yet meaningful way, the campaign builds a deeper connection with consumers.
A Unified Creative Vision
The success of the “Believe in Chicken” campaign is rooted in a unified creative vision. As Martin Rose, Executive Creative Director at Mother, explained, the campaign’s strength lies in its simple yet powerful core message. The partnership between KFC and Mother has consistently produced compelling work, driven by mutual belief and trust in each other’s creative abilities.
Beyond Advertising: Creating a Community of Believers
KFC’s campaign goes beyond traditional advertising, aiming to build a community of “believers.” The dedicated microsite offers limited edition merchandise and exclusive deals, fostering a sense of belonging among KFC fans. This community-centric approach enhances brand loyalty and turns consumers into brand advocates.
Conclusion: Belief as a Brand Strategy
In a world where uncertainty is the new normal, KFC’s “Believe in Chicken” campaign stands out by offering stability and trust. By focusing on its core product and delivering a consistent message across various platforms, KFC reinforces its position as a reliable favourite. This strategy not only addresses the current cultural climate but also strengthens the brand’s relationship with its audience, proving that even in chaotic times, there are things we can still believe in.
Source: https://www.kfc.co.uk/believe
