KFC needed to reignite excitement and brand love across the UK after a period of flat engagement.
Keeping one of Britain’s most recognised brands in your eyes and mouth.
KFC
We spotted Britain’s obsession with gravy and built a campaign around it, rolling out bold billboards and magazine ads that reignited KFC’s brand love and lifted recall by 35%.
01 / Understand the brief
They were competing for attention in a crowded fast-food market dominated by aggressive advertising from rivals.
Their brand presence had become predictable and risked losing cultural relevance among younger British audiences.
The campaign needed a strong hook that felt unmistakably KFC and resonated with a uniquely British audience.
02 / Approach
We tapped into Britain’s love of gravy, crafting bold, appetite-driven visuals that reignited KFC’s cultural relevance and lifted brand recall nationwide.
03 / Solution
Built to move the work forward.
- 01
Identified a powerful USP in KFC’s iconic gravy, tapping into Britain’s obsession with comfort food.
- 02
Developed a creative direction centred on mouth-watering visuals of gravy dripping over succulent chicken.
- 03
Rolled out billboards in high-traffic UK cities including London, Manchester and Birmingham.
- 04
Extended the sensory storytelling into full-page magazine placements with consistent, unmistakably KFC art direction.
04 / Results
Impact that carries.
Lift in brand recall reported by the campaign.
High-impact placements across major UK cities and print.
A simple, ownable idea built around KFC’s iconic gravy.
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