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Creative Creative Works OOH

In a world of distrust, KFC wants you to believe in its chicken


By Amy Houston, Senior Reporter

June 12, 2024 | 5 min read

Amid the chaos of life, it’s hard to know what to even believe in any more. However, the fast food chain wants everyone to know that there’s one thing we can all still rely on – chicken.

KFC teaser

KFC's OOH teaser / Mother

KFC is teasing customers with a series of cryptic, unbranded outdoor ads (a trend among fast food chains lately).

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Starting today, billboards nationwide will display intriguing messages such as “Trust in herbs, believe in spices” and “Believe in the original,” alongside striking iconography in the brand’s signature red and black palette.

Across London, ad vans will draw attention to various sites that people have lost faith in while guiding them back to something real, something tangible, something… crispy.

“Leading up to our biggest ever brand campaign, we’re hoping to capture the power of intrigue,” said Kate Wall, marketing director at KFC. “The unbranded activity, which carries the signature KFC tone, is designed to spark conversation, especially among KFC fans.”

At Gatwick Airport, returning holidaymakers will see a 260ft chicken under the flight path as they land. Once through customs, they will receive a warm welcome in the arrivals hall from fellow Believers guiding them to chicken.

There’s also in-pub guerrilla activity, which will give football fans watching the Euros something they can really believe in.

All the different elements link to a dedicated microsite where ‘true believers in chicken’ can win limited edition merch, including The Believers Ring, The Believers Halo and the exclusive Believers Deal.

Martin Rose, executive creative director at Mother, added: “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 spotlighting their passion with Believe in Chicken.”

Kicking off with a week of mysterious tease activity, this wave of unbranded creative hints at something huge. The cryptic, chin-scratching teasers aim to get the conversation started in a very KFC way.

Keep your eyes peeled for further developments tomorrow.

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