A recent advertisement from KFC in the UK has sparked considerable backlash, with almost 600 complaints aimed at the Advertising Standards Authority (ASA). Critics are quick to point out that the two-minute ad, titled “Believe Part 2 All Hail the Gravy,” seems to mock Christian baptism and trivializes cult-like behavior.
The controversial ad, which is available for viewing on YouTube, features a storyline where a young man, while wandering in the woods, stumbles upon a group of individuals carrying a giant golden egg toward what appears to be a lake made entirely of gravy. The narrative takes a bizarre turn when a female character dunks the man into the gravy lake, suggesting an initiation ritual, leading to his dramatic rebirth as a fried KFC Mini Fillet.
This strange depiction hasn’t sat well with many viewers. Reactions on marketing forums have included strong expressions of disgust, labeling the ad as “disgusting” and “beyond the pale.” Some users have even raised concerns about the implications of cultism and violence, others perceiving the ad as inappropriate for children who might misinterpret the drowning imagery.
An official spokesperson for the ASA stated, “We’re currently assessing these to establish whether there are grounds for further action, but just to be clear, we’ve not launched an investigation at this stage.” The variety of complaints indicates just how polarizing the advertisement has been.
KFC UKI’s promotional materials depict the ad as “an odyssey through the mystical woodland,” with the golden egg symbolizing enlightenment and serving as the heartbeat for the procession of “Believers” featured in the ad. According to their description, the narrative culminates with one participant emerging from the gravy, celebrated by a cheering crowd, portraying a whimsical and fantastical atmosphere.
Monica Silic, KFC’s chief marketing officer for the region, explained the intent behind the campaign, saying it’s meant to provide a humorous escape from the routine of daily life. “This is about inspiring the fandom,” she commented, emphasizing their goal to introduce a sense of joy and lightheartedness through their promotional efforts.
In a climate where brand messaging is being scrutinized more than ever, KFC’s latest venture seems to be a bold attempt to navigate a fine line between humor and offense. Whether this approach resonates with the audience or leads to further backlash remains to be seen. Meanwhile, the fast-food giant waits to see how the ASA will address the flood of complaints that have come its way.
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