KFC released a campaign called 'Believe in Chicken' across various advertising platforms before its final commercial airing on ITV. It aired during the opening match at the Euro Cup which featured Germany vs. Scotland. The creative agency behind this initiative is Mother, and the campaign is considered KFC's most significant one to date. Believe in Chicken goes beyond being just a tagline; it reflects KFC's commitment to serving authentic chicken.
This extensive campaign is showcased on billboards, buses, pub merchandise, art murals, and even a 260-chicken icon near Westminster and Gatwick airports in England. Pre-commercial advertisements were intentionally mysterious to pique curiosity, while the main goal of the commercial was to captivate viewers and "get them to dance or at least feel the vibes."