KFC’s Cult-Like Ad Campaign Is Dipping Deep into the Absurd

Well, it finally happened. A human being has been baptized in gravy and reborn as a chicken tender.

That’s the visual centerpiece of the latest ad from KFC’s “Believe” campaign—a wildly weird, absurdist journey into a fictional cult of chicken zealots. Decked out in neutral tones and dead-serious devotion, these poultry prophets worship a golden egg and recruit unsuspecting believers to join their crispy cause.

In this second installment, we witness the transformation of a new follower. He’s approached by the cult, clothed in their beige uniform, and—naturally—dunked into a vat of gravy before becoming a chicken tender. You know, standard onboarding stuff.

It’s bizarre. It’s surreal. And it’s brilliantly sticky marketing.

KFC isn’t just selling chicken here. They’re selling a feeling—a deeply unsettling, deliciously unforgettable feeling. Fast food is a crowded category, filled with brands clucking over quality and flavor. KFC’s approach? Go full fever dream. Why try to win the chicken wars when you can just leave everyone speechless?

This campaign doesn’t just ask for attention—it grabs you by the taste buds and whispers, “You will not forget this.” The sheer absurdity makes it irresistible to share. After all, telling someone you saw a man gravy-dipped into poultry perfection is one thing. Showing them? That’s how cults—and campaigns—go viral.

Marketing Takeaway:
In a world of endless content, being memorable might just be the most valuable currency. Embrace the weird. Make gravy waves.