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 TV 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”.

The track is one of the most popular love ballads of the 80s, “I’m All Out Of Love” by British-American soft rock duo, Air Supply. Lyrically it tells the story of a pair of lovers who have parted ways and grown apart. The lyrics perfectly mirror the action on screen featuring utensils and KFC chicken never being able to be together because of the Finger Lickin’ Good quality of the food.

With Utensils, 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.