Believe in Chicken: All Hail Gravy

Fast food comms can feel highly generic. Hungry customers, tasty offerings, smiling faces. And it’s not working. Last year KFC launched the bold, disruptive “Believe” campaign, to highlight KFC's obsession with chicken. And this year we needed to double down, pushing up our modernity metrics, resonating with younger audiences, and prompting talkability through eye-widening surprise and emotional engagement. All Hail Gravy was our answer. Taking viewers out of the strip lighting of the QSR world, we leveraged an already cult-product, KFC gravy, to thrust them further into our cult world.