Why the Ad is Polarizing:
Unconventional and Bizarre Imagery: The ad uses surreal and cult-like imagery that deviates significantly from typical fast-food advertising. Depicting a gravy baptism and the transformation of a person into a piece of fried chicken is inherently strange and not universally appealing.
Absurdist Humor: The humor relies on the unexpected and illogical. This type of humor can be highly subjective; some viewers might find it funny and engaging, while others might find it nonsensical, silly, or even off-putting.
Cult Theme: The direct reference to a "cult" can be unsettling or even offensive to some viewers, particularly those with negative associations with cults or religious practices. While the intention is likely satirical, the imagery can be misinterpreted or simply not resonate well with everyone.
Deliberate Intent to Spark Conversation: The creators explicitly stated their goal is to be polarizing to generate conversation. This inherently means they anticipate the ad will elicit strong opinions, both positive and negative.
Targeting a Specific Demographic (Gen Z): By aiming for Gen Z with this specific style of humor and imagery, KFC is acknowledging that it might not appeal to older demographics or those with different sensibilities. This focused approach can lead to polarization between those who "get it" and those who don't.
Why it is the topic trending: KFC's new ad campaign, particularly the "All Hail Gravy" spot featuring bizarre cult imagery, is trending due to its unconventional and potentially controversial approach to marketing fast food. The deliberate aim to be polarizing and the use of absurdist humor to target Gen Z in a competitive market have generated significant discussion and media attention.
Overview: KFC U.K. and Ireland, in collaboration with agency Mother London, has launched the second part of its "Believe" campaign, titled "All Hail Gravy." This ad uses surreal, cult-like imagery, including a gravy baptism, to create a "cult of fandom" around KFC's fried chicken and gravy. The campaign aims to be entertaining and stand out in the crowded fast-food market, specifically targeting Gen Z.
Detailed findings:
The "All Hail Gravy" ad depicts a man being initiated into a cult that worships fried chicken and gravy through a bizarre gravy baptism ritual.
The campaign is intentionally polarizing to generate conversation and build a strong brand following among Gen Z.
KFC aims to provide "an entertaining antidote to this dull, chaotic world" and bring "lightness and levity" through the truth of their product (chicken).
The campaign builds on the first chapter of "Believe," which featured a dystopian city where people worshipped a giant chicken.
KFC acknowledges the current "mad world" and facetiously suggests that chicken is something people can still believe in.
The campaign's symbols include the chicken as a leader, a golden egg totem, specific outfits, a thumping soundtrack, and hypnotic movements.
The "Believe" campaign has reportedly boosted KFC's brand reputation and sales in the U.K.
The campaign will extend through outdoor ads and brand partnerships in sectors like fashion.
KFC is purposefully leaning into silliness to differentiate itself from competitors like McDonald's, Popeyes, and Wingstop.
Research indicated that 25 million people in the U.K. were not choosing KFC, prompting the brand to "reposition" for the next generation.
Key takeaway: KFC is employing a bold and unconventional marketing strategy, using absurdist humor and potentially polarizing content to capture the attention of Gen Z and build a strong, loyal "cult" following around its brand.
Main trend: Absurdist and Polarizing Marketing for Gen Z Engagement
Description of the trend (please name it): Absurdist and Polarizing Marketing for Gen Z Engagement involves brands deliberately creating unconventional, often humorous, and sometimes controversial content to cut through the noise and resonate with Gen Z. This trend recognizes that this demographic often appreciates authenticity, humor that borders on the absurd, and brands that are willing to take risks and spark conversation, even if it means alienating some segments of the population.
What is consumer motivation: Gen Z consumers are often motivated by:
Authenticity: They value brands that feel real and aren't trying too hard to be something they're not.
Humor: They appreciate humor, especially content that is self-aware, ironic, and doesn't take itself too seriously.
Standing out: They are often drawn to things that are different and help them express their individuality.
Community: They seek a sense of belonging and can be drawn to brands that foster a strong community or "fandom."
Distraction and Entertainment: In a chaotic world, they may seek out entertaining and lighthearted content as a form of escapism.
What is driving trend: This trend is driven by:
The oversaturation of traditional advertising: Gen Z is bombarded with ads and is adept at tuning them out. Brands need to be more creative to capture their attention.
The rise of internet culture and memes: Absurdist humor and internet culture heavily influence Gen Z's communication and entertainment preferences.
A desire for authenticity over perfection: Gen Z often rejects overly polished and corporate messaging, preferring brands that are more relatable and genuine.
The power of social media and virality: Polarizing content can generate significant buzz and organic reach on social media platforms.
What is motivation beyond the trend: Beyond simply engaging with a brand, Gen Z's motivation might stem from a desire for genuine connection, a sense of shared identity with others who appreciate the same humor or brand, and a way to express their own unique perspective in a crowded digital landscape.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article specifically targets Gen Z, which generally refers to individuals born between the mid-1990s and the early 2010s (roughly ages 10-25 in 2025). The article does not specify gender or income, suggesting the campaign aims for a broad appeal within this age demographic in the U.K. Their lifestyle is characterized by being digitally native, often valuing authenticity and humor, and being exposed to a vast amount of online content, making it harder for traditional advertising to break through. They are also likely to be active on social media and influenced by internet culture.
Conclusions: The article concludes that KFC's "Believe" campaign has been successful in boosting brand reputation and sales in the U.K., demonstrating the potential of this unconventional approach to resonate with the target audience.
Implications for brands:
Dare to be different: Brands targeting Gen Z may need to embrace more unconventional and risky marketing strategies.
Understand internet culture: Familiarity with memes, trends, and online humor is crucial for creating relevant content.
Authenticity is key: Even with absurd humor, the brand's core identity should still feel genuine.
Be prepared for polarization: Not everyone will like the content, and brands need to be comfortable with potentially alienating some consumers to strongly connect with their target audience.
Focus on entertainment value: Gen Z often views advertising as content and expects it to be entertaining.
Implication for society: This trend could lead to more unconventional and potentially bizarre advertising becoming mainstream, which might influence cultural norms around marketing and brand communication. It could also spark debates about the appropriateness and effectiveness of such tactics.
Implications for consumers: Gen Z consumers might find this type of advertising more engaging and memorable than traditional ads. However, some consumers outside this demographic might find it confusing, off-putting, or even offensive.
Implication for Future: This trend suggests a potential shift in how brands, particularly in competitive markets, will approach younger generations. We might see more brands experimenting with absurdist humor, interactive experiences, and content that encourages participation and builds a sense of community or "fandom."
Consumer Trend (name, detailed description): The Rise of "Brand Communities" or "Fandoms": Consumers, especially younger generations, are increasingly looking to connect with brands on a deeper level and form communities around shared interests and brand affinity. This goes beyond simple loyalty and involves active participation, creation of user-generated content, and a strong sense of belonging.
Consumer Sub Trend (name, detailed description): Meme Culture Influence: Gen Z and younger millennials are heavily influenced by internet meme culture. Brands that can effectively tap into this through humor and relatable content are more likely to capture their attention and engagement.
Big Social Trend (name, detailed description): The Attention Economy: In a world saturated with information and entertainment, capturing and retaining attention is increasingly challenging. Brands are constantly seeking innovative ways to stand out and break through the noise.
Worldwide Social Trend (name, detailed description): The Quest for Authenticity and Realness: Globally, consumers are becoming more skeptical of overly polished and corporate messaging. They are drawn to brands that are perceived as authentic, transparent, and relatable.
Social Drive (name, detailed description): The Desire for Connection and Belonging in a Digital Age: In an increasingly digital and sometimes isolating world, people seek out communities and connections based on shared interests, including brand affinity.
Learnings for brands to use in 2025:
Don't be afraid to take creative risks and experiment with unconventional marketing.
Deeply understand the nuances of internet culture and what resonates with Gen Z.
Focus on creating entertaining and shareable content.
Foster a sense of community around your brand.
Be authentic and genuine in your messaging, even when using humor.
Strategy Recommendations for brands to follow in 2025:
Embrace Absurd Humor: Consider incorporating unexpected and humorous elements into your marketing campaigns to grab attention.
Engage on Relevant Platforms: Focus your efforts on platforms where Gen Z spends their time, such as TikTok, Instagram, and potentially emerging platforms.
Encourage User-Generated Content: Create opportunities for consumers to participate in your brand narrative and share their own content.
Build Online Communities: Foster online spaces where fans can connect with each other and the brand.
Be Prepared to Adapt: Internet culture and trends change rapidly, so be ready to adjust your strategy quickly.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): To capture the attention and loyalty of Gen Z in a saturated market, brands are increasingly turning to deliberately unconventional and sometimes polarizing marketing tactics that leverage absurdist humor and aim to cultivate a strong sense of "fandom."
What brands & companies should do in 2025 to benefit from trend and how to do it: Brands and companies should consider incorporating elements of Absurdist and Polarizing Marketing into their strategies for 2025 to connect with Gen Z. This can be done by:
Developing creative campaigns that push boundaries and use unexpected humor, similar to KFC's "All Hail Gravy" ad.
Collaborating with content creators on platforms like TikTok and YouTube who are known for their unique and often absurd comedic styles.
Creating interactive experiences or challenges online that encourage participation and sharing of humorous content related to the brand.
Being active and responsive on social media, engaging with memes and internet trends in a way that feels authentic to the brand.
Understanding the fine line between humor and offense and ensuring that the content, while unconventional, aligns with the brand's core values and avoids alienating the target audience unintentionally.
Final note:
Core Trend:
Name: Absurdist Marketing for Gen Z
Detailed Description: Brands are intentionally creating bizarre, humorous, and sometimes polarizing content to resonate with Gen Z's appreciation for authenticity, internet culture, and standing out.
Core Strategy:
Name: Embrace Unconventional Creativity
Detailed Description: Brands need to be willing to step outside traditional marketing norms and experiment with bold, unexpected, and humorous approaches to capture Gen Z's attention.
Core Industry Trend:
Name: Increased Focus on Gen Z Engagement
Detailed Description: With Gen Z's growing purchasing power and influence, brands across industries are prioritizing strategies to connect with this demographic in meaningful and effective ways.
Core Consumer Motivation:
Name: Seeking Authenticity and Entertainment
Detailed Description: Gen Z consumers are motivated by brands that feel genuine and provide entertaining content that breaks through the clutter of traditional advertising.
Final Conclusion: KFC's "Believe" campaign exemplifies a growing trend in marketing towards Gen Z: embracing the absurd and being willing to polarize to create a strong brand connection. Brands looking to succeed with this demographic in 2025 should consider incorporating unconventional creativity and humor into their strategies while staying true to their core identity.
Core Trend Detailed (words on Core Trend): The Absurdist Marketing for Gen Z trend is characterized by a deliberate departure from traditional, polished advertising. It involves the use of surreal scenarios, unexpected humor, and a willingness to be unconventional, even if it risks alienating some audience segments. The goal is to create highly engaging and memorable content that resonates with Gen Z's unique sensibilities, which are often shaped by internet culture, meme humor, and a preference for authenticity over corporate messaging. This trend recognizes that Gen Z is adept at filtering out traditional ads and seeks out content that is entertaining, shareable, and reflective of their own often ironic and self-aware worldview.
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