In its newest campaign, KFC is looking at its “Finger Lickin’ Good” food from a new perspective: that of the cutlery that has been left abandoned by its customers.

Called “Sorry, Utensils,” the campaign was developed with creative AOR Courage and makes a hero of the full range of KFC products, from the QSR’s iconic fried chicken buckets to its new seasoned fries.

“KFC has been about cooking and serving the world’s best tasting fried chicken from day one, and our incredible taste continues to be what sets us apart around the world,” says Katherine Bond-Debicki, chief marketing officer for the brand in Canada. “You can’t help but go all in and dig in, no utensils needed, with food so good you can’t help but lick your fingers. This is so much part of our DNA, it inspired our tagline.”

That tagline is “one of the most famous” worldwide, according to Joel Holtby, co-founder of Courage. The popularity of the phrase made working on the campaign “exciting” for the agency, “because it’s so iconic, but also a bit intimidating,” since there have been so many great ads that have used it.

The campaign is anchored by a 60-second hero film that dials up the pathos for a drawer-full of neglected forks, spoons, and knives through the use of Air Supply’s hit, “All Out of Love.” The spot is supported by print, social and OOH messaging, all of which deploys the concept in a decidedly tongue-in-cheek fashion while spotlighting the full range of KFC’s food.

“Whilst our taste leadership hasn’t changed, we offer modern ways to satisfy your KFC craving, from our classic chicken, to sandwiches and wraps,” says Bond-Debicki. “We wanted to showcase this through the creative.”

Wavemaker handled the media for the campaign.

The campaign is the latest in a number of efforts KFC has been making to modernize its brand and marketing in Canada. What began earlier this year with campaigns focused on the perceived value of QSRs was followed with work that took a similarly bold tone, like holding a funeral for the old version of its fries.