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KFC’s Believe in Chicken campaign seeks to restore faith in feel-good food

KFC’s Believe in Chicken campaign by Mother London, UK

UK – KFC has unveiled Believe in Chicken, a campaign designed by Mother spotlighting Original Recipe Chicken in a crowded market, tapping into nostalgia and reliability to reconnect with consumers.

The campaign began with teaser ads displayed in public spaces, featuring slogans like ‘lost all belief?’ and ‘trust in herbs, believe in spices’. These ads, designed in a striking black and red palette, piqued public curiosity by mimicking political and activist campaigns. The full launch includes a hypnotic ad directed by Vedran Rupic, showing crowds drawn to KFC chicken. ‘Believe in Chicken plays off a universal truth, that in today’s mad world, it’s hard to know what to truly believe in any more,’ explains Martin Rose, executive creative director at Mother. ‘KFC knows there’s still one thing we can all really rely on: chicken.’

By combining nostalgic brand elements with tongue-in-cheek OOH advertising, the ad follows the growing number of food and drink brands redefining The New Novelty-Nostalgia Equation.

Strategic opportunity

Brands operating in food and drink, but also other sectors, can harness the power of nostalgia and innovative design not only to engage current customers but also to rekindle connections with lapsed audiences

John Lewis launches 20-piece circular home and fashion collection

John Lewis, UK

Circular design collection by John Lewis, UK

UK – John Lewis has introduced a 20-piece circular home and fashion collection offering customers more sustainable and long-lasting products.

Developed with circular economy experts from the University of Exeter, products are crafted from recycled and sustainable materials, made to last longer, be more durable and reportedly are easier to recycle. The collection aligns with John Lewis’s commitment to design 100% of new own-brand products with circularity in mind by 2028. Available in-store and online, the collection spans nightwear, babywear, men’s cashmere, mattresses and filled duvets and pillows. Each product features a QR code on its care label, guiding customers on its sustainable design.

For more of the latest market-leading insight and analysis about the climate crisis to help your business respond creatively and effectively to the unfolding global emergency, check out our Sustainability topic on LS:N Global.

Strategic opportunity

Traceability is key to communicating your brand’s sustainability credentials. Take inspiration from John Lewis and use QR technology to educate your customers on source materials, product origins and provide recycling instructions

Starbucks establishes film production company

Borrow A Cup by Starbucks, US

Global – Starbucks is venturing into entertainment with the launch of an in-house production company, Starbucks Studios. According to Christy Cain, vice-president of brand and partnerships marketing, the initiative aims to foster human connection and joy and to spotlight inspiring stories from diverse voices.

She said in a statement: ‘We’re honoured to have the opportunity to shine a light on the stories and people who inspire us, from young, emerging artists to innovators, change-makers and others who are making a positive impact on the world.’

Through a strategic partnership with Michael Sugar’s media company, Sugar23, Starbucks Studios is set to focus on premium entertainment, aiming to build a stronger sense of community. ‘Storytelling is deeply ingrained in what Starbucks does, and Starbucks Studios is a natural extension of these efforts,’ said Sugar, underlining the collaborative spirit of this venture.

This move aligns Starbucks with brands like Saint Laurent, which have ventured into film-making. In our Luxury Recrafted macrotrend report, we previously analysed how brands are tapping into entertainment to find more relevance and engagement.

Strategic opportunity

Develop in-house content creation teams to produce branded entertainment. Can you create short films, documentaries or series that align with the brand’s values and mission, enhancing brand storytelling and customer engagement?

Stat: US Millennials are most likely to make purchases on TikTok Shop

Photography by Cottonbro Studio, Russia

US – TikTok Shop’s US launch got off to a slow start, but the social shopping feature has found fans in Millennial consumers, according to audience data collated by Morning Consult.

While only 64% of Millennials use TikTok compared to 76% of Gen Z adults, 37% have purchased an item on TikTok Shop, demonstrating their strong engagement with the platform’s shopping features.

TikTok is betting big on social shopping, yet older generations such as Baby Boomers remain uninterested in TikTok Shop. But it’s likely that, as the user experience improves, so will usage among older generations, such as Gen X, 41% of whom currently use the app.

In our Millennials Now and Next report, we previously analysed how Millennials fully embrace the role of technology in their lives and remain positive about its impact on the future, making this generation a prime target for social shopping innovations.

Strategic opportunity

Consider how to incorporate social shopping into your e-commerce strategy and create campaigns targeted at Millennial consumers to drive high conversion rates