KFC Turned a Massive Chicken Shortage Into the Best Marketing Campaign Ever
In February 2018, one of the most recognizable fast-food brands on the planet ran out of the one thing it exists to sell—Chicken. Hundreds of KFC restaurants across the UK shut their doors almost overnight.
Customers were confused, annoyed, and vocal about it. For most brands, this kind of failure would stay in public memory for years. However, it became a defining marketing moment for KFC that is still referenced today.
When The Supply Chain Collapsed
Trouble began after KFC changed its logistics partner in the UK. The company shifted chicken deliveries from Bidvest to DHL, expecting a smoother and more centralized system. The transition quickly broke down. Fresh chicken failed to arrive at restaurants on schedule.
Within days, roughly 750 out of about 900 UK locations closed. Around 26,000 employees were sent home without work. Handwritten notices appeared on locked doors explaining the shortage, while customers posted photos of shuttered stores across social media. Some people even contacted local police stations to complain, which then prompted officers to publicly ask residents to stop reporting missing fried chicken.
Choosing Humor Over Damage Control
Image via Canva/Africa images
At that point, KFC had several paths available. It could release formal statements, point fingers at suppliers, or wait for operations to recover. The brand chose something far riskier. KFC purchased full-page ads in major UK newspapers and printed a single image: an empty bucket with the letters rearranged to read “FCK.”
Beneath it sat a short apology written in plain language. The message acknowledged the failure directly, recognized customer frustration, and avoided corporate phrasing entirely. “A chicken restaurant without chicken. It’s not ideal,” the copy read.
The Conversation Changed Quickly
The ad aligned with the public mood. Customers were irritated, but they also found humor in the absurdity of the situation. Tone played a major role in the ad, which fit naturally with KFC’s long history of playful, self-aware marketing.
After the ad appeared, the narrative moved in a new direction. Social media posts initially featured complaints, but praise subsequently increased significantly. People shared the image widely, calling it honest and refreshing.
Positive attention around the brand rose sharply in the days that followed. Hundreds of media outlets covered the ad. The image spread far beyond the UK. The company also kept the spotlight off its partners. Even though the delivery issues stemmed from a logistics change, KFC kept its focus on customers and the disruption they experienced.
A Crisis That Strengthened The Brand
Image via Getty Images/Warchi
As restaurants reopened and chicken supplies stabilized, customers returned. The shortage ended, but the impression left behind did not. The apology ad went on to win major industry awards and remains a common reference point in marketing discussions.
KFC did not escape the episode without losses, as stores closed and revenue dipped. Employees were also affected. Yet the response reshaped how the event was remembered.