Through its Believe in Chicken platform, KFC has turned an obsession with chicken into a surreal mythology of devotion and absurdity. For its latest campaign, the stakes have been raised once again by inviting fans to take part in an original gameshow called Don’t Crack.

Don’t Crack invites 30 Believers into the world of KFC and challenges them to face four escalating tests of devotion, as they vie to win £50,000 and the title of KFC’s Ultimate Believer.

Live September 2026