The TV spot, by Bartle Bogle Hegarty (BBH), concentrates on the recipe, which is British-sourced.
The ad shows a KFC manager visiting the local supermarket.
He explains that consumers demand fresh, homegrown produce and points out that KFC uses the same fresh British chicken as you find in the supermarket.
The ad then cuts to a KFC kitchen, where the manager describes the extra effort made by KFC’s trained chefs to break the chicken by hand.
The latest spot is the latest in KFC's ongoing 'Fresh' campaign, which focuses on brand advertising, sitting alongside its price-promotion marketing.
Media buying was handled by Walker Media.
Marketing from fast-food companies, including McDonald's, has focused on the claimed provenance of their products, to offset claims their food is unhealthy.