Better Nature Launches 'Believe in Tempeh' Billboard
UK tempeh brand Better Nature has launched its first out-of-home advertising campaign in London, directly responding to KFC's 'Believe in Chicken'
UK tempeh brand Better Nature has launched its first out-of-home advertising campaign. The brand is using two London billboards to set its tempeh against chicken and to respond directly to KFC's established 'Believe in Chicken' advertising platform.
The campaign is titled 'Believe in Tempeh.' It features a fox's paw paired with a piece of tempeh. The message asks consumers to consider dropping chicken from one meal a week rather than making a wholesale dietary change. This launch is supported by new consumer research commissioned by the company.
Better Nature's research was conducted by Attest in August 2026, surveying 1,000 British consumers. The company states the findings reveal significant consumer fatigue with chicken.
| Survey Finding | Percentage of Respondents |
|---|---|
| Bored of chicken | 54% |
| Open to trying new protein options | 35% |
| Willing to swap chicken one night a week | 19% |
| Buying chicken on autopilot | 32% |
Introducing Fred the Fox
The billboards also mark the first public appearance of Fred the Fox, a chicken-loving mascot. Better Nature says Fred was developed over several months to give the brand a recognisable character.
Elin Roberts, co-founder and CEO at Better Nature, commented on the campaign's intent. 'The research tells us something interesting: with almost 1 in 3 (32%) buying chicken on autopilot, it may be the default protein for many shoppers, but that doesn't mean they are excited by it,' she stated. Roberts added that the brand wanted to play with the cultural conversation started by major chicken companies, not compete with it directly.
Framing the Health Argument
Co-founder and COO Dr Ando Ahnan-Winarno framed the proposition around improving national fibre intake. He cited UK National Diet and Nutrition Survey data from 2019 to 2023 and Office for National Statistics population figures from mid-2024.
'If everyone in the UK swapped chicken for tempeh for just one night a week, we'd add 457 tonnes of fibre to the nation's diet every single week,' Dr Ahnan-Winarno said. He linked this to a national 'fibre gap,' noting that 96% of UK adults fail to meet the recommended 30g daily fibre target.
Funding and Retail Strategy
The campaign follows a £1.1 million funding round closed by Better Nature in August 2025. At that time, the company said the funds would support a campaign challenging chicken consumption in the UK, a market it valued at £3.2 billion. Elements of the campaign's 'Give Chicken The Night Off' message have already appeared in retail, including during the launch of a Peri Peri Tempeh product at Tesco in January.
Roberts emphasized the campaign's accessible goal. 'We're not asking anyone to give up chicken,' she said. The aim is to encourage trying something different for one meal, positioning tempeh as a flavour-absorbing, healthier alternative. The campaign directly engages with KFC's platform, which launched in June 2024 and has previously drawn responses from other vegan brands like VFC Foods.
