Restaurants: Not Everyone Wants to Join KFC's Gravy Cult, as Ad Draws Backlash
- InsightTrendsWorld
- Apr 1
- 8 min read
Why is the topic trending?
Controversial Advertising: KFC's latest ad in the UK has sparked significant controversy and drawn hundreds of complaints for its use of religious imagery and cult themes.
Blasphemy Allegations: Many viewers have complained to the advertising regulator, ASA, claiming the ad mocks Christianity and baptism, and is blasphemous.
Cult Glorification Concerns: The ad's depiction of a "cult of KFC" has led to concerns among viewers that it glorifies cults and even satanism.
Attempt to Reach Gen Z: The article highlights that KFC aimed for the ad's absurd humor to appeal to Gen Z, indicating a marketing strategy focused on this demographic.
Overview:
KFC's newest advertisement in the UK, which portrays a man being "baptized" in a lake of gravy and inducted into a "cult of KFC," has generated a significant backlash. The ad has received nearly 600 complaints to the Advertising Standards Authority (ASA), with viewers alleging blasphemy, mockery of Christianity, promotion of cannibalism, and glorification of cults and satanism. Despite the outcry, the ASA has determined that the ad does not violate their advertising rules and will not launch an investigation. KFC's marketing team acknowledged that the ad was intentionally polarizing as part of their "Believe" campaign, aiming to create conversation and appeal to Gen Z in a competitive market.
Detailed Findings:
Ad Content: The KFC ad, titled "All Hail Gravy," depicts a man lost in the woods who is led by strangers carrying a giant golden egg to a lake of gravy where he is baptized and inducted into the "cult of KFC."
ASA Complaints: The U.K.'s independent advertising regulator has received nearly 600 complaints about the commercial.
Nature of Complaints: Complainants stated the ad promotes cannibalism, glorifies cults and satanism, and mocks Christianity and baptism.
ASA Decision: The ASA has determined the ad does not break advertising rules and will not launch an investigation.
Part of "Believe" Campaign: This ad is the second installment of KFC's "Believe" campaign, which debuted in 2024 and introduced the concept of a chicken-worshipping cult.
KFC's Goal: KFC aimed for the ad to be an "entertaining antidote to this dull, chaotic world" and to reach Gen Z in the competitive fast-food chicken market.
Intentional Polarization: KFC and its agency, Mother London, were aware that the ad might divide opinions and aimed to be "polarizing" to generate conversation.
Previous Campaign Success: The "Believe" campaign has reportedly boosted KFC's brand reputation scores, including a 10% year-over-year increase in brand modernity, and correlated with positive sales momentum. KFC's U.K. sales increased by 5% year-on-year in the fourth quarter of 2024.
History of Controversial Humor: KFC has a history of using humor in its advertising that sometimes divides opinion, referencing a 2017 ad that was the U.K.'s most complained about that year.
Key Takeaway:
KFC's deliberately provocative and absurd "All Hail Gravy" ad, featuring cultish imagery and religious undertones, has sparked significant backlash and complaints in the UK, although the advertising regulator has deemed it compliant with their rules.
Main Trend:
The Use of Absurdist and Polarizing Humor in Advertising to Engage Gen Z
Description of the Trend (The Use of Absurdist and Polarizing Humor in Advertising to Engage Gen Z):
This trend involves brands employing intentionally bizarre, unconventional, and sometimes controversial humor in their advertising campaigns with the specific goal of capturing the attention of Generation Z. This approach often aims to be highly shareable and generate online conversation, even if it risks alienating other demographics who may not understand or appreciate the humor, or who find it offensive. The focus is on creating memorable and talked-about content in a competitive and often overwhelming digital landscape.
What is Consumer Motivation?
Gen Z consumers might be motivated by:
Novelty and Unpredictability: They often appreciate humor that is unexpected and deviates from traditional advertising norms.
Shareability: Absurd and polarizing content is often highly shareable on social media, contributing to their online identity and engagement.
Authenticity (sometimes ironic): While the humor is absurd, it can be perceived as more authentic than overly polished or traditional ads, reflecting a brand that "gets" their generation.
Participation in Online Discourse: Controversial ads can spark online debates and discussions, allowing them to participate and express their opinions.
Humor that Breaks Through the Noise: In a saturated media environment, outlandish humor can be effective in making an ad stand out.
What is Driving the Trend?
Competitive Advertising Landscape: Brands are constantly seeking ways to cut through the clutter and capture the attention of younger audiences.
Gen Z's Media Consumption Habits: This generation spends a significant amount of time online and engages with content that is often unconventional and humorous.
Desire for Virality: Brands hope that polarizing content will generate significant online buzz and go viral, increasing reach and brand awareness.
Acceptance of Edgy Humor: Some research suggests that younger generations may have a higher tolerance or appreciation for edgy and boundary-pushing humor.
What is Motivation Beyond the Trend?
Beyond the immediate drivers, motivations might include:
Building Brand Recognition: Memorable, even if controversial, ads can increase brand recall.
Creating a Distinct Brand Personality: Using a specific style of humor can help define a brand's unique identity.
Description of Consumers Article is Referring To:
The article refers to consumers in the United Kingdom, specifically:
Gen Z: The primary target audience for KFC's "Believe" campaign and this particular ad.
General Viewers: Including those who found the ad offensive and lodged complaints with the ASA.
The demographics (gender, income, lifestyle) of Gen Z consumers are likely varied, but they are characterized by their digital fluency, engagement with online culture, and potentially an appreciation for unconventional humor.
Conclusions:
KFC's "All Hail Gravy" ad exemplifies a trend of using absurdist and polarizing humor to capture the attention of Gen Z. While it has succeeded in generating conversation and potentially boosting brand metrics, it has also alienated a significant portion of viewers who found it offensive.
Implications for Brands:
Potential for High Engagement (and Backlash): Using polarizing humor can be a double-edged sword, leading to significant engagement but also risking negative reactions and brand damage.
Understanding Gen Z Humor: Brands need a deep understanding of what resonates as humorous with this demographic, which can be subjective and rapidly evolving.
Weighing Risk and Reward: Brands must carefully consider the potential risks and rewards of employing controversial humor in their advertising.
Implication for Society:
Shifting Boundaries of Humor in Advertising: The increasing use of absurdist and sometimes provocative humor in ads might reflect a broader shift in societal norms and expectations around advertising content.
Potential for Cultural Clash: Generational differences in humor appreciation can lead to clashes in how advertisements are received and interpreted.
Implications for Consumers:
Exposure to Unconventional Advertising: Consumers may increasingly encounter ads that use bizarre or controversial humor.
Divided Opinions on Advertising Content: Viewers may have strong and differing reactions to polarizing advertisements.
Implication for Future:
The use of absurdist and polarizing humor to target Gen Z in advertising is likely to continue, but brands will need to be increasingly savvy about navigating the potential for backlash and ensuring their humor lands appropriately with their intended audience.
Consumer Trend:
Embracing Absurdity and Irony in Online Content and Advertising
Description of the Trend (Embracing Absurdity and Irony in Online Content and Advertising):
This trend reflects a growing appreciation, particularly among younger generations, for humor that is nonsensical, unexpected, and often relies on irony and satire. This type of humor thrives in the online environment and is increasingly being adopted by brands trying to connect with this demographic.
Consumer Sub Trend:
"Attention Economy" Driven Polarization
Description of the Trend ("Attention Economy" Driven Polarization):
In the competitive landscape for online attention, brands may resort to polarizing content as a tactic to cut through the noise and generate strong reactions, even if those reactions are negative, as any engagement can increase visibility.
Big Social Trend:
Generational Differences in Humor Appreciation
Description of the Trend (Generational Differences in Humor Appreciation):
Significant differences often exist in what different generations find funny or acceptable in humor, which brands need to be mindful of when targeting specific age groups with their advertising.
Worldwide Social Trend:
Global Use of Humor in Advertising (with Cultural Nuances)
Description of the Trend (Global Use of Humor in Advertising (with Cultural Nuances)):
Humor is a common tool in advertising worldwide, but what is considered funny can vary significantly across different cultures and regions.
Social Drive:
Seeking Entertainment and Standing Out in a Saturated Digital World
Description of the Trend (Seeking Entertainment and Standing Out in a Saturated Digital World):
Consumers are constantly bombarded with content, leading to a desire for entertainment that is unique and helps them stand out or express their own sense of humor when sharing content.
Learnings for Brands to Use in 2025:
Understand Your Target Audience's Humor: Thoroughly research what resonates as funny with the specific demographic you are trying to reach.
Be Prepared for Both Positive and Negative Reactions: Polarizing content will inevitably elicit a range of responses.
Monitor Online Conversation Closely: Track how your ads are being received and be ready to respond to any backlash.
Consider the Potential for Brand Damage: Weigh the potential for increased engagement against the risk of alienating customers or damaging your brand reputation.
Strategy Recommendations for Brands to Follow in 2025:
Test Polarizing Content on Smaller Scales: Before launching a controversial ad widely, test it with focus groups or on specific online communities to gauge potential reactions.
Have a Clear Rationale for Your Humor Strategy: Ensure that your use of absurd or edgy humor aligns with your overall brand identity and marketing goals.
Be Ready to Apologize if You Cross the Line: If an ad is widely deemed offensive, having a plan for how to respond and potentially apologize is crucial.
Final Sentence (key concept) describing main trend from article:
KFC's "All Hail Gravy" ad, designed for Gen Z with absurd humor, exemplifies the trend of using polarizing content in advertising to generate conversation, although it risks alienating a significant portion of the audience.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands and companies considering using absurdist or polarizing humor in their advertising to reach Gen Z should proceed with caution and a deep understanding of their target audience. Thorough research into what resonates with this demographic is essential, as is a preparedness for both positive engagement and potential backlash. Testing content on a smaller scale before a wide release can help gauge reactions. Brands should also ensure that their humor strategy aligns with their overall brand identity and be ready to respond appropriately if their ads are perceived as offensive. Ultimately, the goal should be to create memorable and engaging content without causing significant and lasting damage to the brand's reputation.
Final Note:
Core Trend:
Name: Absurdist Advertising for Gen Z Engagement
Detailed Description: The use of intentionally bizarre and unconventional humor in advertising campaigns aimed at capturing the attention of Generation Z.
Core Strategy:
Name: Calculated Polarization for Conversational Marketing
Detailed Description: Brands deliberately creating potentially divisive content to generate online discussion and increase brand visibility.
Core Industry Trend:
Name: The Risk-Reward of Provocative Advertising
Detailed Description: The increasing willingness of brands to push boundaries with their advertising, balancing the potential for high engagement with the risk of public backlash.
Core Consumer Motivation:
Name: Seeking Novelty and Shareable Content
Detailed Description: Gen Z consumers are often motivated by humor that is unexpected and highly shareable on social media platforms.
Core Trend Detailed:
The Use of Absurdist and Polarizing Humor in Advertising to Engage Gen Z: This core trend reflects a shift in marketing strategies towards capturing the attention of a younger, digitally native audience that often responds to unconventional and boundary-pushing content. KFC's "All Hail Gravy" ad serves as a prime example of this approach, employing a bizarre and surreal narrative centered around a gravy cult. The intent behind this type of advertising is often to cut through the noise of the crowded digital landscape and create memorable content that sparks conversation and virality. Brands using this tactic are often aware that their ads may not appeal to everyone and might even be considered offensive by some segments of the population. However, they are betting that the shock value and absurdity will resonate with Gen Z, leading to increased brand awareness, engagement, and ultimately, positive outcomes like improved brand reputation scores and sales. This trend highlights the evolving nature of advertising, where traditional approaches are being challenged by more provocative and unconventional methods aimed at connecting with a generation that has grown up with internet culture and often appreciates humor that is ironic, unexpected, and even a bit transgressive.
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