Step aside, fried chicken. Colonel Sanders is now serving up some hot and spicy combos.

KFC Canada has made its founder-slash-mascot available as a playable character in fighting video game Street Fighter 6.

The campaign harnesses the game’s “Recipes,” which allows players to share custom-created characters for use by other players. Working with AOR Courage, the QSR has released an instantly recognizable model of the Colonel that’s ready to trade punches with any other member of the game’s roster.

“With the introduction of ‘Recipes’ to Street Fighter 6, we saw an opportunity to connect with gamers organically through our most iconic brand asset – and create a value exchange that’s authentic to the gameplay itself,” says Azim Akhtar, marketing director at KFC Canada.

“Great advertising pushes the boundaries of what an ad could be,” adds Tom Kenny, chief strategy officer at Courage. “This is a great example of creating brand relevance by finding the intersection between an iconic brand and an iconic piece of popular culture.”

Players who want to brawl as the Colonel are invited to use the in-game “Recipe” code WWS6V5MQQ. Not only that, but from July 6 to Aug. 31, the QSR is giving plenty of incentive for its fans to duke it out: If a player using the Colonel completes a hit combo, records it and shares it on social while tagging KFC Canada, they’ll be entered for a chance to win a $50 gift card.

This is not the Colonel’s first dabble into video game combat. In fact, the mascot appeared in WWE 2k18 as a playable wrestler, and also had a turn in Fortnite. All of this is part of a deliberate strategy to align the QSR with gamers and keep the brand relevant among that audience.

“The moment Street Fighter 6 launched, we knew this was an idea we had to jump on and fast. Before it was even green-lit, we had already started designing the Colonel, unlocking his wardrobe and building the assets needed to make it campaign ready,” explains Dhaval Bhatt, chief creative officer at Courage. “Simply put, you can’t sit on an idea like this. Either another brand will do it, or you’ll miss your chance to strike while the iron’s hot.”

Narrative is handling PR for the effort, while Wavemaker has acted as media partner.