Hundreds of thousands of people move to a new home in Quebec on July 1 every year, and to celebrate the annual Moving Day, KFC Canada found a natural connection to its longstanding slogan.
To connect to Quebecers on Moving Day, KFC capitalized on how common finger injuries can be from lifting boxes, carrying furniture, getting paper cuts, jams, splinters and sprains. Noticing how well this ties in with the brand’s “Finger Lickin’ Good” slogan, KFC Canada and its AOR Courage created “Finger Lickin’ Injury Claims.”
The creative is designed to offer a chance to win free chicken for people who hurt their fingers while moving in Quebec on July 1.
KFC Canada marketing manager of brand and partnerships Jordan Sequeira says the company saw a clear cultural moment in Moving Day, with an opportunity to launch something anchored in Quebec culture and how people consume their product. He says a bucket of chicken that people can quickly grab pieces from while taking a break during a move makes it an ideal food for the occasion.
“We know we wanted to be distinctly relevant in ways that we execute our brand and culture,” Sequeira tells strategy. “With Moving Day being such a culturally relevant moment for Quebecers, we thought that was a great way for us to show up authentically.”
A short online video showing various finger injuries occurring while moving, leads the campaign. The video directs people to a website where they can submit an injury claim for a chance to win their offer. The campaign also includes OOH billboards that parody personal injury ads, including a hotline number that people can call to submit a claim.
The campaign’s website will remain live until July 8.
Sequeira says that KFC sees Quebec as a key growth market moving forward, which gave the brand more reason to craft a campaign designed to be culturally resonant within the province.
“It’s something that’s so specific to Quebec and something that’s so relevant to them, and to people living and breathing in those markets,” Sequeira says. “For us, it was really anchored in that moment and giving us the opportunity to show up in a way that was distinguishably relevant for us as a brand.”
Wavemaker oversaw media on the campaign.
The brand found another way into celebrating Moving Day in Quebec, by launching a deal on June 24, that runs until July 1, for Quebec residents to receive free poutine if they spend at least $25 through the KFC app. The offer is designed to give people a moment to indulge after navigating busy streets and moving trucks, while highlighting a classic Quebec dish.
