The Advertising Standards Authority (ASA) has received a wave of 766 complaints regarding KFC's latest advertisement, titled "All Hail Gravy," but has decided there is no need for an investigation into whether it breaches advertising codes.
The ad, developed by creative agency Mother, shows a man being baptized in a lake of gravy, only to transform into a chicken nugget. The unusual concept has sparked outrage among some viewers, with many contacting the ASA to voice concerns. They argued that the ad was distressing for children, with one complainant suggesting the man was "apparently drowned or deep-fried." Others expressed concern that the commercial promoted "cannibalism" and "glorified cults or satanism." Some even felt the ad mocked Christianity, particularly the practice of baptism.
A spokesperson for the ASA explained: “At this current time, we’ve received more than 750 complaints about the KFC ad. The complaints we’ve received are quite varied.”
While the ASA initially stated it would assess the complaints to determine if further action was necessary, it has now concluded that there is no need for an investigation. The spokesperson clarified that while some complaints continue to come in and will be reviewed individually, the council has agreed that the ad does not warrant further scrutiny.
The two-minute ad, which was released on KFC's UK and Ireland YouTube page on March 14, features a dramatic and bizarre narrative. In the description, KFC invites viewers to "trust in the thumping sound of the golden egg" and "the liquid gold elixir" as a divine experience, ending with the words, "All Hail Gravy," a nod to the brand's love for its signature sauce.
KFC has had a history of creating controversial ads. In 2017, the brand’s "dancing chicken" ad attracted 755 complaints, making it the most complained-about ad of the year. KFC’s Zinger Crunch Salad campaign in 2005 also topped the annual complaints list with 1,671 objections.
Despite the complaints, KFC and its agency, Mother, have not publicly responded to the recent controversy. As it stands, the ASA will not pursue further action on the "All Hail Gravy" ad.
This incident underscores the challenges brands face when pushing the envelope with creative, yet potentially polarizing, advertising concepts. While such campaigns often generate conversation, they also risk backlash from viewers who interpret the content differently.
