A new KFC Canada campaign is playing up the many places where fried chicken remnants will be found now that the QSR is bringing back a classic recipe.

The chain has reintroduced its Extra Crispy recipe, with a limited time offer for the product on until March 17. The product is known for its crunchy, flavourful coating, and a new campaign advertising the recipe is highlighting how crispy bits of chicken can end up getting everywhere, like fingers, keyboards and beards.

The campaign was developed to evoke the joy that the chicken recipe brings to consumers. Joel Holtby, co-founder and CCO of KFC Canada’s AOR, Courage, says the agency wanted to capture how the recipe is a “five-finger, dig-in experience,” creating a mess that the campaign displays in a way that Hotlby says is “striking, tantalizing and relatable.”

“For this campaign, the strategy was simple: focus on the element of the experience we don’t often talk about – the joy that comes even after the chicken is long gone – and place it at the centre of the campaign,” he adds.

Holtby says the Extra Crispy recipe is synonymous with the flaky crumbs it leaves behind. “KFC fans have been very vocal, both online and in-person, about their passion for [the recipe],” Holtby says. “So we just focused on the ‘crispy obsessed,’ the people who actively seek out this recipe and [have a] thorough appreciation for it.”

“We announced the return of this limited time offer by visually showcasing crispy in a way that romanticizes fried chicken and the eating experience, while celebrating the extra crispy bits to drive crave,” KFC Canada brand communications manager Laura Mallozzi adds.

Wavemaker handled the media buy, which includes a 30-second TV brand spot, as well as print ads and billboards across Canada. KFC is selling the revived recipe until March 17.