KFC goes from 'FCK' to 'What the Cluck?' in cheeky U.K. ads

Latest campaign from Mother highlights value range with cartoon graphics

Published On
Apr 10, 2019

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KFC's U.K. advertising via Mother is no stranger to curse words--it famously printed the initials "FCK" on a KFC bucket to apologize after its stores ran out of chicken last year--and now it's revisiting the tactic in a set of new ads highlighting value. 

The tagline for the brand's new spots is "What the Cluck?'"-- uttered as people marvel over its prices for nine pieces of chicken or 20 hot wings for five pounds ninety-nine on Tuesdays. Cartoon-style chicken graphics then appear on their faces to liven things up even more as they are transformed into super-charged animated chickens.

The campaign, also created out of Mother, will run on national TV throughout the year, supported with radio and OOH. Man Vs. Machine at Friend TV directed the broadcast spots.

Hazell White, brand manager at KFC UK & Ireland, comments in a statement: “With value, there is always the temptation to focus hard on the headline price. This can sometimes result in pretty functional communications, and feel a bit like wallpaper! Our aim was to showcase our elevated value range, but the creative taken up a notch.”