At a time when British consumers are sensitive about where their food comes from, the new campaign aims to reassure customers.

Created by Bartle Bogle Hegarty (BBH), and directed by Institute for Eyes, the £2.5 million TV and online campaign follows the journey of KFC’s chicken from farm to fork.

The ad opens at the crack of dawn with a farmer handing boxes of fresh British Red Tractor assured chicken to a delivery man bound for a KFC restaurant. Having arrived at the restaurant the chicken is hand prepared by KFC’s trained chefs and served and served to a hungry family.

The TV spot goes live on Monday 4th March during shows including Hollyoaks on E4 and Anger Management on Comedy Central.

It will be supported online by sponsored Facebook posts, which will reach KFC’s 830,000 fans and a total social audience of over 3.5million.

James Mercer, marketing director KFC UK, said: “Consumers are more focused on quality and provenance than ever before, and we felt that this was the time to communicate the care we put into sourcing our chicken, as well as preparing it.

“We’re really proud of the fact that our Original Recipe chicken on the bone is, and always has been, fresh and British, and this advert communicates to our customers that we’re serious about the quality of our food and where we source it from.”

KFC is also working to improve the restaurant experience. Last week the chain announced that it is trialling a ‘click and collect’ iPhone app, and the company is also refurbishing restaurants and extending its menu to appeal to a broader base of customers.