KFC Canada’s launch of “Every Little Bit,” made alongside agency partner Courage, expands on the QSR’s famous “It’s Finger Lickin’ Good” tagline by zooming into the smallest details. Through microphotography, the campaign delves into the DNA of the brand’s iconography and its signature dishes. It’s currently on display across Canada OOH, in print and on social.

“‘It’s Finger Lickin’ Good’ is one of the most recognizable brand platforms in the world,” Azim Akhtar, director of marketing at KFC Canada, tells strategy. “We’re continuing to invest in it by finding new and relevant ways to bring it to life – and this campaign is a perfect example. KFC is made by hands and eaten by hands … The ‘Every Little Bit’ campaign elevates that truth in a poetic and visual way, drawing from and contributing to the platform at the same time.”

Courage, which landed AOR responsibilities at KFC Canada shortly after the agency’s launch in late 2022, takes a two-tier approach in its work for the brand – some material has a functional foundation based on sales, deals and LTO-type offers while other launches lean into KFC’s cultural status as an iconic QSR. And while striking the correct balance has led to lucrative results for KFC Canada, Courage founder and CCO Joel Holtby says emotional intent took precedence on “Every Little Bit” as the agency tapped into the deep connection consumers have with a brand that has 70 years of history in Canada.

“If you’re only building into deep discounting a brand and never building into an emotional connection with consumers, then they’re just gonna leave you the moment that the sale ends,” Holtby says. “So our whole goal with KFC is you need to build a deep, emotional relationship and place in the front space of people’s minds to always kind of defend their purchases, but also to make a lasting connection with them so that, beyond a price point, your brand continues to grow.”

Holtby says the campaign concept percolated within his team during production on a separate KFC campaign. A quick sketch of the idea quickly gained traction and Courage put together a separate room to let Nikki Ormerod, photographer and managing partner at production company Undivided, go to work.

“More money sometimes doesn’t make for better work. It’s all about the idea,” Holtby says. “And the idea on this one was really simple, you know, just needed amazingly talented photographers. We have some of the best in Canada and just the right belief from a client to lean in to buy an idea that doesn’t show they’re big it actually focuses on the tiny little part of it.”

He says the ability to move quickly on promotional ideas has helped KFC reclaim its position of cultural relevance in the marketing sphere. Akhtar agrees, adding that the partnership with Courage has helped the brand and create emotional connections across touchpoints.

“We’re united in the ambition to continue to solidify KFC as the undisputed fried chicken leader in Canada,” he says. “And that momentum is showing up in the work.”