You’ve probably noticed something a little weird if you’ve walked past a KFC lately. The Colonel—the guy who usually looks like your friendly, chicken-frying grandpa—is suddenly looking pretty grumpy. It’s not just a bad mood. It’s actually the centerpiece of the kentucky fried chicken commercial 2025 strategy, a campaign the company is calling the "Kentucky Fried Comeback."
Honestly, it’s a bold move. Most brands spend millions trying to look happy and approachable, but KFC is doing the exact opposite. They’ve swapped the signature grin on their logo for a stern scowl. Why? Because according to Catherine Tan-Gillespie, the president of KFC U.S., the Colonel wouldn't be happy about their current market share.
They're basically admitting they've been losing to places like Raising Cane’s and Chick-fil-A. It's refreshing, in a way, to see a giant corporation stop pretending everything is fine and just say, "Yeah, we need to do better."
The Gritty Vibe of the "Obsession" Spot
The main kentucky fried chicken commercial 2025 is a spot called "Obsession," and if it feels familiar, that’s probably because it’s heavily inspired by the FX show The Bear. It’s gritty. It’s intense. It stars Matty Matheson, who is a real-life celebrity chef and an actor on The Bear, playing alongside this new, "serious" version of Colonel Sanders.
Instead of the folksy, dancing Colonels we’ve seen in the past—remember when Rob Lowe or Reba McEntire played him?—this version is portrayed as a "chefpreneur." The ad shows him toiling away, dealing with exploding fryers and even getting into courtroom brawls with people trying to steal his secret recipe.
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It’s less of a commercial and more of a short film about the high-stakes world of frying chicken. It’s loud. It’s sweaty. It’s a huge departure from the cheery, family-dinner vibes the brand used to lean on.
Why Matty Matheson?
Bringing in Matty Matheson was a smart play for 2025. He brings a level of "cool" that KFC has been missing for a while. He’s authentic, he’s a legit chef, and he has that chaotic energy that resonates with a younger audience.
In the commercials, he’s often seen tasting the chicken and being left literally speechless. They also used him to launch the "Cheesy Nuggy Gravy Bowl" in early 2026, which is essentially KFC's take on poutine. By pairing a serious, legacy figure like the Colonel with a modern, high-energy chef like Matheson, they’re trying to bridge the gap between their older fans and the Gen Z crowd that currently spends all their money at Wingstop.
The Strategy Behind the Scowl
It's not just about the ads, though. The kentucky fried chicken commercial 2025 campaign is tied to some massive business shifts.
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- Logo Revamp: The scowling Colonel is on billboards and in-store signage now.
- The "Free Bucket" Offer: To get people to actually try the "improved" chicken, they ran a "Free Bucket On Us" promotion through their app for any order over $15.
- Menu Modernization: They've added things like fried pickles and "Comeback Sauce" to the menu to keep up with trends.
- The "Believe" Campaign (UK): Meanwhile, over in the UK, they went even weirder with a "Believe" campaign featuring a "sacred lake" of gravy.
Basically, the brand is in a state of total transformation. They even moved their headquarters from Louisville, Kentucky, to Plano, Texas, to be closer to their sister brand, Pizza Hut.
What Most People Get Wrong
A lot of people think this is just another rotating celebrity Colonel gimmick. It isn't. This is a fundamental "brand reset." They aren't just changing the face; they're changing the tone. The messaging has shifted from "finger lickin' good" fun to "we are obsessed with the 11 herbs and spices because we have something to prove."
They're also leaning hard into digital. This wasn't a Super Bowl-first campaign; it was a digital-first, social-heavy rollout. They even hid "quantum physics level" puzzles in the long-form YouTube version of the ad, including clues tucked into Matty Matheson’s tattoos. It’s meant to be "treasure hunt" marketing, which keeps people engaged much longer than a 30-second TV spot.
What This Means for You
If you’re a fan, it means the food is probably going to be more consistent. They’ve been testing new kitchen tech in "KFC Original" prototype stores (starting in Florida and expanding to Dallas) that supposedly improves order accuracy and speed significantly.
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If you’re a marketing nerd, it’s a masterclass in how to handle a brand that's "failing." Instead of hiding the decline, they’re using it as fuel for a comeback story.
Next Steps for the Chicken Obsessed:
- Download the App: Most of the 2025/2026 deals, like the $5 Bowls and the $10 Tuesdays (8-piece bucket), are being pushed through the KFC Rewards program.
- Watch the Long-Form Ad: Search for "The Colonel Lived So We Could Chicken" on YouTube to see the full 2-minute "Obsession" film and look for the hidden challenges.
- Try the "Swicy" Items: Keep an eye out for the Mike's Hot Honey collaboration tenders, which have been popping up as part of the flavor-forward push.
The days of the dancing, smiling Colonel are gone for now. In 2025, Kentucky Fried Chicken is all about the grind, the grease, and the serious business of winning back its crown.