The fast food chain’s latest ad plunges a chicken believer into the ‘sacred lake’ of gravy in a surreal tribute to fried chicken devotion.
KFC’s Believe campaign is back, and this time, it’s diving headfirst—quite literally—into the brand’s cult-like love for its iconic gravy. Following the success of last year’s launch, this latest instalment from Mother London builds on the mythology surrounding KFC’s obsession with chicken, treating fans to a visually arresting and absurdly entertaining spectacle.
This new chapter in the Believe series focuses on a simple yet sacred act: dunking a crispy Mini Fillet into a pot of KFC gravy. But this isn’t just a meal—it’s a full-blown ritual. The film transports viewers to an enchanted woodland, where a procession of devoted ‘Believers’ marches towards a vast, shimmering lake of golden-brown gravy.
A golden egg totem towers over the scene, its significance deliberately ambiguous yet unmistakably reverent. At the film’s climax, one devoted follower is ceremoniously lowered into the gravy lake, only to emerge as a perfectly crisp Mini Fillet, triggering rapturous celebration among the crowd.
Crafted with the visual grandeur of a fantasy epic, the film is set to an original soundtrack, with the beat of the golden egg driving the movements of the Believers. The ambition behind the ad isn’t just to sell chicken but to immerse audiences in KFC’s world of deep-fried devotion.
Speaking about the campaign, Monica Silic, CMO of KFC UKI, says: “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.”
The ad was directed by Vedran Rupic, who is no stranger to creating surreal, engaging brand stories. He comments on the importance of giving audiences something in return for their attention: “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.”
Mother’s approach to Believe embraces mythology, ritual, and symbolism, elevating KFC beyond just another fast-food chain and cementing it as an iconic brand with a devout following.
“The mission is for KFC to be the most iconic brand, so it’s crucial we push the scale and drama in all of our work to make sure it cuts through,” explains Martin Rose, executive creative director at Mother. “When it comes to symbolism, and KFC as a modern icon, we use symbols that represent the brand; the egg, the gravy lake, and even tiny details like drumstick-shaped clouds that all cue the obsessive culture surrounding KFC.”
This obsessive attention to detail and unexpected spectacle are what make the Believe campaign stand out. It doesn’t just celebrate KFC chicken—it treats it with reverence. Every visual cue, from the ritualistic procession to the glistening gravy lake, reinforces KFC’s role as an object of devotion for its fans.
While the Believe campaign leans into the mythological, it never takes itself too seriously. There’s a playfulness in the execution that ensures the film entertains as much as it intrigues.
“The humour might be ridiculous, surprising, and quirky, but it is never slapstick,” notes Mother. “We know the shows our audience watch and the way they want to be entertained.”
This balance between theatrical grandeur and self-awareness makes the Believe campaign uniquely engaging. The result is a visually arresting, hilariously self-assured take on brand storytelling that resonates with audiences while reinforcing KFC’s legendary status.
The Believe campaign isn’t limited to the film. It extends across multiple channels, with out-of-home (OOH) activations, in-restaurant displays, and PR efforts reinforcing the UK’s deep-rooted love for KFC’s chicken and gravy.
