As the Edmonton Oilers look to battle their way back from a 3-0 deficit to make their ongoing Stanley Cup Final series against the Florida Panthers more competitive, KFC is looking to offer its support, by cheering the team on with an advertising that ran the last time the Oilers won the Stanley Cup in 1990.

KFC relaunched the classic ads as its own superstition to encourage another team victory, Lauren Pottie, senior manager of media and regional marketing at KFC Canada, tells strategy. From unshaven playoff beards to specific game-day routines, superstitions have long held a place in hockey, so the company wanted to be a part of that and show its commitment to fans while staying true to what the brand is all about, Pottie says.

Two 30-second videos and two visuals were launched through TV and social media. Featuring the phrase “Sorry. We’re feeling superstitious. So we’re airing ads from 1990,” the ads highlight the company’s classic popcorn chicken offering along with the 1990s bucket.

KFC also placed vintage signage in its stores, as well as vintage logos with the original look of the brand. And there were OOH digital ads featuring the 1990s bucket with messages to encourage fans outside Rogers Place in Edmonton.

Additionally, the company brought back a favorite 1990s promotion for a limited time: its 18-piece chicken offer for $18. Available only at Edmonton restaurants, the offer was a nod to the Oilers’ return to the finals after an 18-year hiatus. The brand says its aim was to enhance the home viewing experience for fans by making game nights a celebration of both hockey and chicken.

Pottie adds the spots and promotion were naturally targeted towards Oiler fans, as they are the only Canadian team left in the NHL playoffs. However, KFC hopes its marketing reaches all hockey followers in the country.

“One of our big marketing challenges is to increase brand relevance and one of our primary strategies to do that is finding relevant ways to engage with culture,” she says. “Hockey has always been a huge part of Canadian culture and with our new partnership with the Oilers, we jumped on this idea when Courage brought it to us.”

KFC’s AOR Courage was behind the creative and Wavemaker handled the media buying.

The initiative builds on KFC Canada’s existing partnership with the Oilers, who brought the brand’s iconic flavors with product offerings at Rogers Place earlier this year.