KFC’s relevancy in Canada was dropping year over year. An influx of new offerings crowded the QSR market and were contesting KFC’s status. Our brief was to drive brand love and mass appeal for our products through a print campaign.

Strengthening the brand was to be done with the help of KFC’s most iconic products as well as using brand elements that were core to the KFC identity, like the slogan, “It’s Finger Lickin’ Good”.

Our campaign showed delicious KFC feasts from the POV of the sad, ignored utensils watching enviously from the sidelines. Utensils set design and lighting dramatized their sadness with the crumbs spilling over it showing the unapologetic mess of KFC and only adding to insult for the utensils.

The reflections in the utensils were the focal point of our executions. We used bright and vibrant colours to show euphoria and joy in the reflection strongly contrasting the moodiness of the scene reflecting the sad and lonely utensils that were cast aside.Each unique execution featured a colour palette that allowed KFC’s brand elements to pop while still feeling hyper-real. All of our shots featured top down visuals of shiny utensils with iconic KFC product details like the famous bucket, KFC wordmark logo, and Colonel mascot logo.

With Reflections, KFC went back to the iconic things that Canadians have always loved about it. Canadians couldn’t wait to have a bite of our chicken again. Utensils led to a massive 7.8% increase in same store sales growth and 2% transaction growth, outperforming forecasts by 218% and 167% respectively.

And it wasn’t just about business results. Although KFC enjoys high brand awareness, it struggles with low consideration. The campaign boosted brand buzz by 1,950% and word of mouth by 377%, generating 85,873,205 media impressions and 146 million impressions across TV, online video, and social media platforms (Meta and TikTok). All of this contributed to the Utensils campaign, reigniting brand love for KFC to boost brand consideration by 85%. Ultimately showing that investing in our iconic brand will always pay off.