Agency: Courage
Client: Yum!
Facing a saturated basketball market dominated by big QSR sponsorships, KFC Canada set out to authentically connect with fans in an unconventional way. Instead of expensive player endorsements, KFC harnessed its iconic "Finger Lickin' Good" phrase, tapping into a little-known basketball ritual: the finger lick after key plays. Launching the "Finger Lickin' Open Endorsement," KFC invited anyone—players, fans, streamers—to shoot a bucket, do the “Finger Lickin' Good” celebration, share it online, and get paid in KFC. The campaign went viral, with Colonel Sanders making headlines courtside, and even NBA star Luka Doncic performing the celebration. With over $17M in Earned Media Value, KFC quickly overtook McDonald’s as the #2 brand associated with basketball, capturing #1 share of voice during All-Star Weekend. The campaign resonated with fans, embedding KFC into basketball culture as the first brand to own a basketball celebration—without traditional sponsorship deals.
