Finger Lickin' Open Endorsement

Digital Engagement Campaign

2024

Courage, Toronto, ON
w: courageinc.com

Agency: Courage Inc. Chief Creative Officer, Founder: Dhaval Bhatt, Joel Holtby Chief Strategy Officer, Partner: Tom Kenny Partner and President: Niki Sahni Executive Creative Director: Raul Garcia Creative Director: Hemal Dhanjee, Steve Ierullo Group Account Director: Alex Karayannides Account Director: Kyron Sobers Account Supervisor: Atria Ghosh Group Strategy Director: Rami Dudin Executive Producer: Clair Galea Producer: Katie Fowler, Sunaina Arora Post Producer: Sunaina Arora Editor: Marcus Barrie Production: Merchant Transfer/Online: Alter Ego Audio: Vapor Music Client: KFC Chief Marketing Officer: Katherine Bond Debecki Director, Marketing: Azim Akhtar Brand Manager: Jordan Sequeira Media: Wavemaker

Winning Entry: drive.google.com/file/d/1LIHjsdHsjQ98xKWzQPo0eMSNH6V7uqMA/view?usp=drive_link

KFC hacked into basketball culture with the "Finger Lickin' Open Endorsement," an open endorsement deal where fans and players alike could shoot a bucket, do the "finger lickin' good" celebration, and get paid in KFC. The campaign generated over $17M in earned media and surpassed McDonald's as the #2 brand associated with basketball. KFC achieved the #1 share of voice during All-Star Weekend, solidifying its place in basketball culture without costly sponsorship deals.