Trending PR Campaigns
Believe in Tempeh
Better Nature launched two London billboards challenging KFC’s “Believe in Chicken” campaign with the playful message “Believe in Tempeh”. The brand backed the stunt with polling suggesting Britons are bored of chicken, and encouraged people to give it the night off by swapping in tempeh.
Why it worked: It hijacked KFC’s live tagline with a cheeky OOH counter-slogan and fresh fibre-gap stats, creating timely brand-on-brand tension journalists love.
The lesson: Consider playfully subverting a dominant rival’s current slogan, then anchor it with one surprising, nation-scale stat your product uniquely improves.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Better Nature takes aim at KFC and chicken with ‘Believe in Tempeh’ campaign | Wednesday 9th September, 2026 |
| greenqueen.com.hk | Believe in Tempeh, Not Chicken: Better Nature Takes on KFC As Brits Seek New Protein Options | Thursday 10th September, 2026 |
| vegan-news.net | Believe in Tempeh, Not Chicken: Better Nature Takes on KFC As Brits Seek New Protein Options – Vegan-News.net | Thursday 10th September, 2026 |
| insidefoodanddrink.com | Better Nature launches ‘Believe in Tempeh’ with a cheeky challenge to KFC - Inside Food & Drink | Thursday 17th September, 2026 |