From Adweek · Katie Duffy · · 1m
KFC Superfans Prove Chicken Devotion
KFC’s 30-minute game show tests fans’ chicken obsession with £50k prize.
In brief
KFC’s 30-minute game show tests fans’ chicken obsession with £50k prize. KFC’s ‘Don’t Crack’ game show crowns a fan as ‘Ultimate Believer’ after 30-minute challenges. Originally reported by Adweek.
KFC Launches Game Show
KFC’s new 30-minute game show features real fans competing to prove their devotion to fried chicken.
Real Fans Compete
Over 50,000 people applied to join the show, with 30 contestants competing in blindfolded challenges.
Challenges Test Devotion
Contestants completed blindfolded obstacles, laser headsets, and shedding a tear in a bird nest.
Prize and Title
The winner receives £50,000 and the title of 'KFC’s Ultimate Believer' after 30-minute challenges.
Creative Collaboration
Mother London and Iconoclast created the show to showcase fan obsession in a high-stakes game format.
Campaign Success
KFC’s uk awareness rose to 26% in 2025, with net sales up 6.4% year on year.
The short version
KFC’s ‘Don’t Crack’ game show crowns a fan as ‘Ultimate Believer’ after 30-minute challenges.
