They are facing backlash.
A KFC advertisement in the UK and Ireland has stirred controversy, prompting nearly 600 complaints from viewers. The ad, titled “Believe Part 2 All Hail the Gravy,” features a surreal scene where a man encounters a group carrying a golden egg to a lake of gravy. In a ritualistic initiation, the man is dunked into the gravy by a woman and emerges as a KFC Mini Fillet. Viewers have raised concerns about the ad’s portrayal, with some feeling it mocks Christian baptism and others finding it unsettling for children.
The Advertising Standards Authority (ASA), the UK’s advertising regulator, is currently reviewing the complaints but has not yet launched a formal investigation. Complaints range from accusations that the ad trivializes religious practices to concerns about its appropriateness for younger audiences, particularly its depiction of a man being submerged in liquid. The ASA is assessing whether further action is needed.
Public reactions have been mixed, with some expressing strong disapproval on marketing websites, describing the ad as disturbing and offensive. Critics have also highlighted concerns over what they interpret as cultish imagery and potential implications of cannibalism. Despite the backlash, KFC has defended the ad as a playful and creative approach to promoting its products, emphasizing its loyal fan base.
In a press release, KFC described the ad as a modern fable that celebrates the strong connection between its fans and its Original Recipe Chicken, as well as its popular gravy. The ad’s narrative centers around the symbolic golden egg and the transformation of a “Believer” into a crispy chicken fillet. KFC’s chief marketing officer for the UK and Ireland, Monica Silic, explained that the ad was intended to bring lighthearted fun to a chaotic world and inspire its audience.
The campaign, while controversial, was meant to reflect KFC’s unique brand identity and to entertain by creating a humorous, engaging experience for viewers. Despite the complaints, KFC views the ad as an innovative way to connect with its audience, celebrating its products in a creative and unexpected way.