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KFC launches Don't Crack, a 30-minute game show where superfans compete for £50,000

Writer: Thea Chippendale
Thea Chippendale
15 hours ago
2 min read
Woman placing a gold egg on a straw nest atop a gray pedestal against a dark red backdrop.

Key Takeaways

  • KFC UK and Ireland has launched Don't Crack, a 30-minute game show in which 30 real fans prove their devotion to its fried chicken.

  • Created by Mother and directed by Pablo Rochat through Iconoclast, it is the latest chapter of KFC's "Believe in Chicken" platform.

  • The winner takes home £50,000 and the title of KFC's Ultimate Believer.

  • The show premiered on KFC's YouTube channel at 8pm on Wednesday 30 September, with a live watchalong.

How much do you believe in chicken? Enough to wear a laser headset that punishes you for looking away from a golden egg? KFC has found 30 people who do.

KFC UK and Ireland has launched Don't Crack, a 30-minute game show starring real fans competing for £50,000 and the title of Ultimate Believer. Made by Mother as the next instalment of the "Believe in Chicken" platform, it swaps the 90-second ad for broadcast-length entertainment, and puts KFC's most devoted customers in front of the camera instead of paid talent.



The contestants were recruited through an open call, with a TV and social campaign in spring asking “How Much Do You Believe in Chicken?” and attracting more than 50,000 applications. From that pool, KFC selected 30 fans aged between 22 and 65, bringing together a cast that includes a witch, a police sergeant, a martial arts trainer, a London Tube driver and an NHS GP.

Across four increasingly challenging rounds, contestants are asked to prove just how far their devotion to chicken will take them, beginning with Blind Faith, where blindfolded players navigate obstacles in search of golden eggs. The remaining ten then pair up for Acts of Devotion before five finalists move on to Eyes on the Prize, wearing laser headsets that penalise them for looking away from their golden egg. That leaves two contestants facing Tears of Joy, with the winner decided by whoever can shed a tear of happiness first.

Directed by Pablo Rochat through Iconoclast, the show’s challenges were produced by Jessie Swanson, whose credits include Celebrity Juice and Destination X. It premiered on KFC’s YouTube channel at 8pm on Wednesday 30 September, with a live watchalong giving viewers the chance to follow the competition together.

Explaining the approach, Monica Silic, Chief Marketing Officer at KFC UK and Ireland, said, “We haven't rented someone else's audience for this. We've put our chicken-obsessive fans on screen, and we've given it over 30 minutes rather than ninety seconds, because long-form is what it takes before you genuinely care who wins.”


SOURCES


[1] AdWeek

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