File Your Finger Lickin' Injury Claims with KFC This Canadian Moving Day

Every year on July 1st, over 200,000 people in the province of Quebec, Canada move in a tradition called Moving Day. It’s a day when fingers take a beating - from lifting boxes, carrying furniture, getting paper cuts, jams, splinters, sprains, you name it. Being the home of Finger Lickin’ Good, KFC Canada couldn’t stand by while fingers suffered. 

So, KFC Canada partnered with AOR Courage Inc. to create Finger Lickin’ Injury Claims, a cheeky brand act compensating injured fingers on Moving Day with free KFC. 

The campaign launched with a film that sees different people enduring finger injuries while moving, from having a credenza crushing someone’s fingertips to the classic dilemma of a chipped nail. The film then directed people to a website where they can submit a finger injury claim and get the chance to win the Colonel’s Finger Lickin’ Good Chicken in return.

Supporting the campaign is out-of-home parodying personal injury billboards, complete with a hotline number that movers can call. When they did, they were greeted with automated messages from KFC’s Finger Injury Claims Department inviting them to submit a claim.

“When you think about it, fingers are actually at the heart of moving occasions,” said Dhaval Bhatt, founder and co-CCO of Courage. “I mean, we’ve all been there - injuring our fingers while moving into a new home. So, when we were briefed on Moving Day, we thought, ‘Why not put injured fingers in the spotlight to have some fun and create a timely celebration of KFC’s iconic Finger Lickin’ Good tagline?’” 

“We were always looking for the right opportunity to make KFC Canada a part of Moving Day in Quebec,” says Jordan Sequeira, marketing manager, brand and partnerships at KFC Canada. “With Finger Lickin’ Injury Claims, we’ve created a campaign that’s contextual, positions KFC as a go-to meal after moving into a new home, and we get to share a laugh with movers in a uniquely KFC way.”

Of course, no fingers were injured in the making of this campaign, and you don’t need to injure your fingers to participate.