KFC continues cultish campaign commitment

KFC has followed up its polarising cult campaign with a similarly eerie offering.

‘Believe in Chicken’ follows the unforgettable ‘All Hail Gravy’, further building on its golden egg mythology. Billed as the brand’s biggest UK campaign around the Euros 2026, the campaign is another surreal take on the world’s fanatical chicken devotion.

Created by Mother London and directed by Vedran Rupic, the launch spot painted a picture of a world where everything feels unreliable, from AI and the economy to weather, fashion and dating. All except KFC chicken. Set to a hypnotic soundtrack, the film moved through a series of heightened, absurd vignettes that build towards a collective, almost religious celebration of ‘the bucket’.

This recent chapter is a little more ‘Battle Royale’ in its leanings.

It depicts blindfolded hordes of contenders competing to find an elusive, majestic, golden egg-laying chicken.

The hyper‑stylised, satirical take on ‘believers’ rather than traditional customers rolls out across TV, cinema, BVOD, online video, social and large‑format out‑of‑home, with punchy ‘Believe’ headlines and product shots reinforcing the core line.

Our take

‘Believe in Chicken’ is KFC leaning fully into its brand myth‑making, which once again isn’t shy to depict the animals it cooks up in all their glory.

The chase execution matches the energy of the Euros launch, and once again veers away from its saner, more grounded spots.

The only question remaining is how far they can push the weirdness before it tips from distinctive to alienating.

(Got a take on this, or any other campaigns? Email tom@creativemoment.co)