This uniquely-shot OOH billboard campaign featured eye-catching visuals of KFC customers digging into delicious Original Recipe fried chicken, tenders, and chicken sandwiches in the reflections of the utensils left out of the meal. Shiny spoons, forks, and knives became our canvas as we showed the literally Finger Lickin’ Good chicken being eaten. The OOH print campaign was completed with a simple line, “Sorry, Utensils. It’s Finger Lickin’ Good.”

Finger Lickin’ Good is one of the most iconic taglines in the history of marketing. And not only is it distinctly KFC, it’s also the perfect description of how the food is meant to be eaten - with your hands. No utensils needed. This simple truth became the root of our campaign, because there’s no better way to enjoy KFC than by digging 10 fingers deep.

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 an OOH 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”.

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.

Sorry, Utensils.

It’s Finger Lickin’ Good.