KFC Canada Says ‘It’s Finger LIX Good’ Ahead of the Super Bowl

With the Big Game a mere two sleeps away, excitement is bubbling as fans finalise their watch party plans, lock in bets for the winner, and ensure their menus are right for the occasion. 

Of course, ‘finalise’ is the operative word here. Sure, the relief that comes with having plans locked in is always welcome, but KFC Canada is looking to throw a wrench into the works with its latest digital out-of-home campaign – a compelling suggestion that viewers make some last minute adjustments to their game day spreads. 

Created in partnership with the brand’s agency of representation, Courage Inc., the work capitalises on the insight that this is, in fact, Super Bowl LIX… Roman numerals that sound awfully close to a certain word in the franchise’s iconic tagline, ‘It’s Finger Lickin’ Good’. 

Now presenting the slogan as ‘It’s Finger LIX Good’ through various placements in Toronto, this once-in-a-lifetime opportunity was something both sides knew needed to be taken advantage of, and reflects the brand’s continued desire to play its part in massive Canadian cultural moments as they come.

"The creative reflects yet another unique way KFC relates to its fans, where the connection between real life and the brand is inherent and clear," says Joel Holtby, founder and co-CCO, Courage. "Lending its iconic platform to include and tie back to a massive cultural moment illustrates just how well and directly KFC can make an impact on game-day decisions when it matters."

Sure, perhaps Super Bowl Sunday has traditionally been synonymous with just the wings, but this is a convincing reminder that really, any part of a chicken that’s fried up will not only be delicious, but a perfect accompaniment to one of the world’s biggest annual sporting events.