CHICKEN CULT - ALL HAIL GRAVY CONTROVERSY
Background of Campaign
KFC is known in the USA and globally as a staple in the fast food industry for fried chicken. This beloved company is constantly putting new ideas into their menus and shaping the fried chicken experience for people all around the world. Recently, the Official KFC of the UK and Ireland released a two part AD on their youtube page to promote their signature gravy. The ad takes place in a surreal, mysterious setting, showcasing a cult-like devotion to KFC's chicken and gravy. It opens with a gold egg in a misty forest, surrounded by strange chanting individuals dressed in long robes, possibly meant to symbolize the "followers" of the chicken cult. The narrator leads a chant saying "All Hail Gravy" with an exaggerated sense of reverence, creating a highly dramatic tone. The product is shown in close-up shots: a creamy, rich KFC gravy, which is central to the “worship” in the ad. KFC uses this surreal approach to highlight the love people have for their food, particularly for its famous gravy. However this AD didn't sit right with people across social media platforms
like TikTok. Many people reacted to this ad that it was subliminal messaging in reference to cannibalism.
https://www.youtube.com/watch?v=SVHHQKmzYOc
UK Ads VS American Conspiracy
Even though this was a campaign put out by the KFC of the UK, American TikTok users took it into their own consideration when reviewing the ad. Many videos conspire the idea that the meat we consume within the fast food industry may have cannibalism involved. These ideas are shared by many different American viewers across TikTok. One common comment or thought by users is that the ad simply “did not sit right” with them. Adweeks article “Not Everyone Wants to Join KFC's Gravy Cult, as Ad Draws Backlash” suggested that the ad has faced criticism for its portrayal of ritualistic elements. Some viewers have found the imagery reminiscent of religious ceremonies, leading to complaints about potential blasphemy.
https://www.adweek.com/brand-marketing/not-everyone-wants-to-join-kfcs-gravy-cult-as-ad-draws-backlash
Creative Marketing
From a marketing point of view, the ad did a good job on drawing in an audience due to the campaign's exaggerated context. The Marketing Beat also put out an article “Watch: KFC releases playfully surreal new ad” that also suggests that KFC has leveraged this attention by integrating the campaign across various channels, including their website and in-store promotions, ensuring a cohesive brand message. Whether an individual enjoyed the ad or found it disturbing, there was an overall draw in when coming across the campaign, which ended up being a good marketing strategy.
Conclusive Thoughts
The campaign is memorable due to its striking visuals, unique soundtrack, and unexpected blend of humor and ritualistic imagery. While it may be polarizing to some viewers, especially those sensitive to symbolic content, its distinctiveness contributes to brand differentiation and fuels online discussion. Ultimately, the ad demonstrates how a fast-food brand can break from tradition to create buzz and build cultural relevance through storytelling, visual flair, and a confident embrace of absurdity. Rather more, the uniqueness of the ad and it originating from the UK, has many American TikTok scrollers comparing it to the American fast food industry. This also goes to show how American ads are normalized to play it safe while the UK goes for more bold creative risks.
https://www.tiktok.com/@digitalfreedom/video/7492239931394280710
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