KFC Pokes Some Fun at How UK Fans Took the DIY Approach While Locations Were Closed

'Some of the creations looked incredible, some less so'

A photo of a chicken sandwich with ketchup on it
KFC has opened up for delivery across some U.K. cities, hopefully bringing an end to some people's attempts to recreate its fried chicken. KFC U.K.

It’s been a while since British KFC lovers were able to get their hands on a bargain bucket, with the fried chicken chain closed since March 23 as a result of the Covid-19 lockdown.

Fans have been so disappointed that they’ve even made attempts to recreate their own fried chicken, sharing photos of their creations with the #RateMyKFC hashtag while asking KFC to score their attempts on a scale of one to 10. The social activity, KFC said, had an “unprecedented engagement rate.”

So to announce that 500 of its restaurants are now reopening for drive thru and delivery, the chicken chain has released a new spot featuring some of its customers’ best attempts—or, more accurately, fails—along with the message: “We’ll take it from here.”

Created by agency Mother London, and set to Céline Dion’s “All By Myself,” the 30-second, tongue-in-cheek TV ad lets consumers know that KFC is back.

“We’ve loved seeing the nation’s homemade efforts whilst we’ve been away, so including a few of them in our new ad is the perfect tribute,” said Jack Hinchliffe, KFC U.K. and Ireland marketing director. “Some of the creations looked incredible, some less so. Now that we’re back on delivery, probably best we take it from here.”

Client: KFC U.K. & Ireland
Campaign: We’ll take it from here … 
Creative: Mother
Strategy: Mother
Production: Mother
Media: Mindshare
Music: “All By Myself” by Céline Dion

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.