Better Nature Takes on KFC’s Ad Platform With First Out-of-Home Campaign

UK tempeh brand Better Nature has launched its first out-of-home advertising campaign, using London billboards to promote tempeh as an alternative to chicken and respond directly to KFC's "Believe in Chicken" platform. The campaign, titled "Believe in Tempeh," aims to encourage consumers to swap chicken for tempeh one night a week, highlighting data that shows many Brits are bored of chicken and open to trying new protein options. The campaign features a mascot, Fred the Fox, to give the brand a recognizable character.

Co-founder and COO Dr Ando Ahnan-Winarno focused on the health benefits of tempeh, emphasizing that if everyone in the UK swapped chicken for tempeh one night a week, it would add 457 tonnes of fiber to the nation's diet. The campaign follows a funding round that Better Nature closed in 2025 with the goal of challenging chicken consumption in the UK market, valued at £3.2 billion. The brand encourages consumers to try tempeh as a healthier protein option that brings something new to the table without asking them to give up chicken entirely.