The Advertising Standards Authority (ASA) has received close to 600 complaints over KFC's new advert, with some viewers accusing the brand of belittling Christianity and mocking baptisms.
The two-minute commercial, titled 'All Hail Gravy Part 2', is part of KFC's ongoing 'Believe' campaign in the UK., developed by the London-based advertising agency 'Mother'.
The ad has stirred controversy for depicting a man being submerged in a lake of gravy as part of a ritual, which some have interpreted as a parody of religious baptism practices.
The commercial begins with a man encountering a chicken in a forest before following a group carrying a large golden egg. He is led to a lake where a woman immerses him in gravy, an act that transforms him into a chicken mini fillet.
KFC has described the ad as a “modern-day fable” intended to highlight the strong connection between KFC fans and the brand’s Original Recipe Chicken, as well as its signature gravy.
Monica Silic, KFC’s Chief Marketing Officer for the UK and Ireland, told Adweek that the campaign was designed to inspire "fandom" and bring "lightness and levity to the chaotic world" through the brand’s core products.
However, the ad has faced backlash for its disturbing imagery and perceived religious overtones.
Critics have expressed their discomfort, with one commentator on Marketing Beat calling the ad "disgraceful", accusing it of promoting “cultism, cannibalism, grooming" and describing it as "degrading and disturbing".
Others have labeled it "vile", "uncomfortable" and "horrendous".
One complainant noted: "I’ve never complained about an advert before, but this is beyond the pale."
The ad’s use of religious language, including billboards featuring a chicken dipper being "divinely dunked" into gravy, has further fueled controversy.
It comes on the heels of a previous KFC campaign in 2014 which also sparked complaints over a commercial that included a song with the lyric "all our stupid songs" performed by the KFC choir.
At the time, the ASA cleared KFC of any wrongdoing, stating the ad was a lighthearted commentary on the frustrations older individuals may feel towards carol singers.
As KFC continues to face increasing competition in the fast-food chicken market from rivals like Chick-fil-A, Popeyes, and McDonald's, the company has found itself at the center of another public relations challenge.
The ASA is currently reviewing the complaints.