Activist-led UK brand VFC has accused KFC of hypocrisy after the chain launched a major ad campaign encouraging consumers to “Believe in Chicken”.
According to VFC, KFC’s representation of chicken cannot be trusted. Consequently, the brand has launched a social media campaign featuring a modified version of KFC’s billboard creative, altering the message to “Believe in Chickens”. By addressing chickens in the plural, VFC aims to highlight that they are living creatures that deserve to be treated with compassion. Unlike KFC’s campaign, which features images of fried chicken, VFC’s version shows how farmed chickens are treated.
This is not the first time VFC has challenged the fast food chain — in 2022, the brand condemned a “misleading” KFC campaign where an influencer was invited to visit a chicken farm. While the footage appeared to show good conditions and healthy birds, VFC was sceptical and tracked down the farm to determine what the conditions were really like.
After entering the farm with a filmmaker, the company documented disturbing scenes, including sick and injured birds, bins full of carcasses, and no straw for bedding. At the time, VFC Chief Mission Officer and co-founder Matthew Glover accused KFC of conducting “the most disingenuous marketing campaign we have seen for a long time”.
Speaking up for chickens
VFC’s activist strategy appears to resonate with consumers, judging by the brand’s success since its launch in late 2020. In the past year alone, VFC has introduced several new products, including vegan chicken sausages and chicken mince (both claimed to be market firsts). VFC also recently announced that its Crispy Popcorn Chick*n and Chick*n Tenders were launching at Carrefour Spain, as the brand continues to expand across mainland Europe.
In 2023, VFC saved Meatless Farm from administration and acquired Clive’s Purely Plants. It was revealed in January 2024 that the three brands would be part of a “new plant-based powerhouse” called The Vegan Food Group, which would make further acquisitions with the first being TOFUTOWN this February, to eventually create a “vegan Unilever” style group of brands.
“KFC believes in chicken, whereas VFC believes in chickens,” says Glover. “There’s a subtle and important difference. We want to speak up for chickens who are the most abused land animal on the planet. At VFC we’re trying to lead the way in advocating for cruelty-free food, whilst reminding the public that chickens are sentient beings that deserve our respect. We call on KFC to believe in plant-based alternatives to chicken, and move away from the cruelty inherent in industrial factory-farmed chicken production.”
