KFC ‘Cult’ Ad Sparks Controversy— But Was That the Point?

When Bold Branding Meets Consumer Backlash

In the fast-moving world of marketing and advertising, standing out can sometimes mean crossing lines—and that’s exactly what KFC UK & Ireland seems to have done with its latest television campaign, All Hail Gravy.

The ad, created by renowned agency Mother, depicts a man being inducted into a mysterious cult, only to be transformed into a piece of fried chicken, complete with a euphoric dip into a “lake of gravy.” The spot has triggered over 1,000 complaints to the UK’s Advertising Standards Authority (ASA), with viewers expressing outrage over its surreal and provocative content. Accusations have included alleged allusions to cannibalism, anti-Christian sentiment, and overall disturbing imagery—with some even calling for the ad to be pulled off the air.

But according to Leo Sloley, KFC’s Head of Brand and Retail for the UK & Ireland, the uproar is all part of the plan.

“We all have to take some bold moves to stand out,” Sloley told Marketing Beat. “There’s so much safety [in advertising]. We took a bold move, and it’s polarising. We’ve got people saying: ‘What the fuck are you doing? This is crazy. I hate it.’ And others saying: ‘What are you talking about? It’s a lake of gravy. What’s there not to love?’”

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Shock Value as a Strategy: Is It Smart Marketing?

From a strategic perspective, KFC’s move isn’t unprecedented. In today’s digital-first, attention-starved world, viral campaigns—whether celebrated or criticised—tend to outperform safe, forgettable advertising. The All Hail Gravy campaign has undoubtedly ignited conversation, which for many brands is half the battle.

Speaking at a Channel 4 event focused on how Gen Z interacts with brands, Sloley confirmed that controversy was part of the intent:

“It is intentional? Yeah, totally,” he said. “The worst you can do is be boring.”

Sloley also pointed out that KFC UK & Ireland operates with creative autonomy from its parent company in the U.S., allowing the team to push boundaries without extensive oversight. Much of the creative freedom, he notes, stems from the influence of CMO Monica, whose bold leadership has empowered the team to “go after it.”

This unapologetic approach reflects a growing trend in modern advertising—provocation as engagement. In an era where consumers scroll past hundreds of ads daily, emotional response (whether laughter, awe, or even discomfort) often trumps traditional KPIs like impressions or reach.

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The Line Between Creative Risk and Reputational Risk

Despite the apparent success in viral metrics, the campaign’s backlash raises an important question for marketers and brand strategists alike: How far is too far?

User responses online have been sharply divided. Some describe the ad as “disturbing” and “the stuff of nightmares,” while others find it irreverent and hilarious. One particularly scathing comment read:

“Advert is disgusting!! Put me off KFC for life!! Looks like deep frying a man. What does this have to do with KFC?”

Still, controversy is not always bad for business. Brands like Nike, Balenciaga, and even BrewDog have faced criticism for edgy campaigns—only to see a surge in brand visibility and loyalty among core audiences who value boldness and creativity.

Watch KFC’s ‘Believe Part 2: All Hail Gravy’ Advert Below:

For brands operating in the UK and beyond, this incident underscores a crucial insight: effective branding in 2025 is no longer about pleasing everyone. It’s about resonating deeply with someone.

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What Can Businesses Learn From KFC’s Campaign?

At Dabrando, we work closely with brands that want to challenge the norm, but our experience tells us that bold creativity should always serve a strategic purpose. Here are a few key takeaways from the All Hail Gravy case:

• Know Your Audience: KFC’s younger, meme-savvy demographic is more likely to respond positively to absurd humour than older, more conservative viewers. Clear audience segmentation matters.
• Expect Polarisation: Any boundary-pushing campaign will alienate some viewers. If that’s part of your strategy, make sure you’re equipped to manage backlash.
• Authenticity Wins: Whether you go bold or play it safe, consumers can sense authenticity. KFC’s campaign is divisive, but it feels intentional, not desperate.
• Creative Leadership Matters: Having a bold CMO or brand director can empower marketing teams to take the risks that spark breakthrough success.

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Final Thoughts

In a landscape flooded with bland, algorithm-driven marketing, KFC’s All Hail Gravy campaign stands as a bold, if controversial, reminder that memorable branding often comes with risks. Whether you find it genius or grotesque, it’s hard to deny the campaign has done its job—getting people talking.

At Dabrando, we help brands harness that kind of boldness without losing sight of their values or audience. Whether you’re launching a disruptive campaign or reimagining your brand’s story, we believe your marketing should never be forgettable.

📧 Need some help creating your own advert or stand out content?

Contact us today at grow@dabrando.co.uk or explore our services to learn more, or Book A Free Discover Call to get started today!