KFC and KD are joining forces in the fast-food chain’s largest brand partnership to date in Canada.

The twosome is launching three Canada-exclusive LTO offerings: KD KFC Original Recipe Flavour Mac ‘n Cheese, available in grocery stores nationwide; the KD Mac & Cheese Chicken Sandwich; and the KFC x KD Mac & Cheese Snacker Wrap. The latter two offerings will be available in all KFC restaurants nationwide.

The move marks the first time KD or KFC has collaborated with another brand to launch limited-edition retail offerings and in-restaurant menu items simultaneously.

In support of the LTOs, the brands developed “It’s Finger Lickin’ KD,” a 360-degree campaign that features Colonel Sanders, complete with a KD noodle on his lapel, adding 11 blends of herbs and spices to a pot of KD, to the strains of Mozart’s “Requiem in D Minor.”

Kraft Heinz Canada head of brand communications Brian Neumann says that the brand wanted to capture the bold and playful essence of the partnership, and pay homage to both brands with balanced storytelling.

“Our goal with the spot and overall collaboration was to take core pieces of both brands and create something fresh and monumental,” says Jordan Sequeira, marketing manager of brand and partnerships for KFC Canada.

Sequeira adds that when it came to the music, nothing matched that scale like Mozart. For two beloved brands like KD and KFC, coming together needed something equally as epic for the soundtrack, especially when “melding two secret formulas of this magnitude,” he says.

There is precedent for both Kraft Heinz and KFC Canada bringing two equities together: KFC lent its 11 herbs and spices recipe to PepsiCo snack brand, Ruffles, for an LTO, and Kraft Heinz’ distribution strategy included collaborating with Smoke’s Poutinerie to create three menu offerings featuring KD.

“Our biggest learning from the (Smokes) collaboration centered around the power of in-restaurant LTOs and collaboration, but also the necessity of strong retail components,” Neumann says, adding that it’s building on the move by having its first dual collaboration, with LTOs appearing simultaneously in both retail and restaurant.

“As we look to grow the KD and larger Kraft Heinz business, best-in-class partnerships like this collaboration with KFC are a key pillar of our growth strategy,” Neumann says.

In addition to the hero spot, “Noodle Drop” sees Colonel Sanders taking a bite out of the new KD Mac & Cheese Sandwich and splattering his white suit and bolo tie, while “Secret Recipe” reveals the Colonel sprinkling a spices blend into a bowl of KD.

Cut-downs of both will run on linear, CTV, social media and in cinema beginning today.

Colonel Sanders also popped up in various locales and local grocery stores around Toronto this past weekend, sporting a new take on his classic white suit to acknowledge the team up. The companies are also driving awareness through static and digital OOH at Yonge and Dundas Square and Union York GO Concourse, along with a robust influencer and paid social program.

Both brands are deploying shopper marketing tactics too. On the retail side, Kraft Heinz is leveraging flyers across several large retailers and e-commerce platforms. Kraft also created a series of assets including tent cards, wobblers and KD x KFC bins, as well as pre-filled display shippers for the floor.

KFC is also featuring the collaboration across all of its 600 restaurants.

Sequeira tells strategy that ease of accessibility was important and creating both retail and in-restaurant experiences was a critical part of this collaboration from the beginning.

“Our comprehensive point-of-purchase strategy will feature window posters, menu panels, pole signs, speaker box huggers at the drive-thru and counter cards,” Sequeira says. “All of these elements contain eye-catching visuals to inform and create a memorable and immersive brand interaction that reinforces the collab and maximizes engagement at every touchpoint.”

The campaign and production were developed by Courage with Wavemaker on paid media. Zeno Group Canada took care of PR and influencers.