The gravy spot continues the KFC lore, which is a “fashionable interpretation of a cult,” mentioned Rose.
“Our cult has its personal symbols. We’re not borrowing any symbolism or pastiching something,” Rose mentioned. “We’re constructing a world.”
These symbols, which carry over from the primary advert to the second, embrace the hen as chief, the egg totem, the outfits, a thumping soundtrack, and the hypnotic actions of the cult members. The person’s gravy baptism is a “dramatization of dunking a mini hen fillet in a bath of gravy,” Silic defined.
2024’s “Consider” was KFC’s largest marketing campaign ever within the U.Ok. The model is purposefully leaning into silliness to face out from the competitors, which incorporates legacy rivals like McDonald’s upping its hen choices and U.S. chains reminiscent of Popeyes and Wingstop coming into the U.Ok. market.
KFC’s analysis discovered that 25 million folks within the U.Ok. have been purchasing within the quick-service restaurant (QSR) class, however weren’t coming to KFC.
“We determined to reframe it: these are 25 million individuals who don’t but consider in our model as a lot as we do,” Silic mentioned. “We would have liked to reposition the model for the subsequent technology.”
Since its 2024 launch, “Consider” has boosted KFC’s model repute scores and correlated with optimistic gross sales momentum, in keeping with Silic. Its model modernity rating, which tracks perceptions of the model’s modernity, grew by 10% over the 12 months, she added. KFC’s U.Ok. gross sales elevated by 5% year-on-year within the fourth quarter of 2024.
