KFC is risking further controversy with the launch of a new campaign which once again delves deep into the “cult” of the brand’s “Believers” to reveal a mysterious dark ritual behind The Dirty Louisiana burger.
The “So indulgent it’s indecent” ad was created by Mother London and builds on KFC’s “Believe” activity, which launched last year with a film featuring a flash mob, a dancing chicken and zombie movie references.
However, it was the second instalment “Believe Part 2: All Hail Gravy” that caused the most controversy after depicting a surreal journey through an enchanted forest, which ends with a man dunked into a lake of gravy in what appears to be an initiation ceremony, only to emerge as a KFC Mini Fillet.
The campaign sparked hundreds of complaints to the Advertising Standards Authority, with some viewers even claiming the ad promoted cannibalism and glorified satanism. It is understood ASA has yet to say whether it is are not investigating the ad.
Meanwhile, the latest 20-second film depicts a new group of KFC “Believers” as they prepare to indulge in The Dirty Louisiana burger.
The ad opens with the group sitting around a table in a darkened room, with serving dishes before them, seemingly chanting in some sort of satanic trance. Some strike their cutlery on the table, while others bang their chests in a nod to Succession.
They then cover their heads with red napkins as the leader of the group shouts: “Silence”. The diners then scoff down The Dirty Louisiana burgers with table manners that would shame a Gloucester Old Spot pig and, as the camera pans out, it reveals they are dining at a chicken shaped table.
The film will roll out across TV, video on demand, online video and social, backed by out of home activity.
KFC UK & Ireland marketing manager Danielle Ruggles said: “The Dirty Louisiana is one of our most decadent burgers yet, worthy of being shrouded in intrigue. So, we went against category convention, launching it as an experience and ritual rather than one focused purely on product.
“The film builds on the ‘Believe’ platform perfectly by depicting our complete obsession with all things chicken, creating community, ritual and behaviours that cement this commitment in a world of Believers.”
Mother London creative directors Tom Coleman and Derek Man Lui added: “The Dirty Louisiana isn’t just a burger. It’s the most indulgently delicious thing we’ve ever seen. So we knew from the beginning that it deserved not just a film, but an act of complete devotion.”
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