Why KFC Made A Game Show

More people watch YouTube than the BBC in Britain, so of course it makes sense that KFC and its creative agency Mother have turned to the Google-owned streamer to create the QSR brand’s first gameshow.

Since the introduction of the Believe in Chicken platform two years ago, nothing has been obvious from the brand’s marketing, and that’s what has helped it stand out.

Don’t Crack invites 30 Believers into the world of KFC and challenges them to face four escalating tests of devotion, as they vie to win £50,000 and the title of KFC’s Ultimate Believer.

The YouTube show debuted on the evening of 30 September. Discussing the development of the concept and the show is Mother’s executive creative director Derek Man Lui.

Creative Salon: Why develop a game show as the next stage of the campaign? Whose idea was that? 

Derek Man Lui: We’ve spent the last two years building the distinctive and absurd brand world of Believe in Chicken. In doing so, we’ve established a community of Believers who are willing to do just about anything for fried chicken.

It felt like the right time to invite them to be part of that world. A game show became the vehicle which gave them the chance to actually prove how much they believe.

How was it presented to the client and what was their initial response? 

We presented a route built around the question, “How Much Do You Believe in Chicken?” and we all immediately felt it was the right approach. From there, every piece of the campaign became a dare to act, from the launch film and OOH, all the way through to Don’t Crack.

What does it aim to say about KFC and its devoted fans/consumers? 

KFC means a lot more to people than just fried chicken. Don’t Crack celebrates the wonderfully irrational lengths that love can go to. 

What was the process of developing its format? 

We knew Don’t Crack couldn’t feel like a 30-minute advert. It needed to feel like something you might flip on the telly after dinner. So we brought together people from the entertainment world who really understand how to build a format, with [director] Pablo Rochat’s brilliant brain capturing the action. And we watched a lot of challenge shows to figure out what makes them impossible to turn off.

What do you hope the show achieved in terms of audience and brand communications to them? 

Believe in Chicken has grown from a brand platform into a fan universe. With Don’t Crack, the audience isn’t just watching the campaign anymore - they are the campaign.

Why do you think the theme of the campaign struck such a powerful chord these last three years? 

Instead of constantly trying to sell people something, we’ve just kept adding to the mythology, giving Believers more to immerse themselves in. And they seem to enjoy the light-hearted approach of believing in something as relatable as fried chicken.

What is your game show of choice or inspiration for the series? 

We watched a lot of game shows and what united them - both old and new — and it got us really thinking about which elements felt right to bring into Don't Crack.