# KFC Superfans Prove Chicken Devotion

> KFC’s 30-minute game show tests fans’ chicken obsession with £50k prize.
- Title: KFC Superfans Prove Chicken Devotion · Adweek | Shortify
- Summary: 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…
- Keywords: kfc, don't crack, game show, chicken, fryer, believe in chicken, mother london, iconoclast, net sales, qsr, Superfans, Prove
- Source: Adweek — https://adweek.com/brand-marketing/kfc-superfans-prove-their-devotion-to-chicken-in-30-minute-game-show
- Author: Katie Duffy
- Published: 2026-09-30T19:00:00+00:00
- Read time: 1 min
- Topics: kfc, don't crack, game show, chicken, uk, fryer, believe in chicken, mother london, iconoclast, net sales, qsr
## 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.
## Key takeaway

KFC’s ‘Don’t Crack’ game show crowns a fan as ‘Ultimate Believer’ after 30-minute challenges.