The Drum Awards for Marketing - Entry Deadline

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By Amy Houston | Senior Reporter

August 22, 2023 | 2 min read

The fast-food brand is saying sorry to all the utensils that get forgotten when people eat its chicken.

In the ad, viewers see a range of situations where people forget to use knives and forks with their meals. The premise is, of course, that the food is just too finger-lickin’ good – a phrase that KFC has used since the 1950s.

Famed music director Henry Scholfield, who is known for working with Billie Eilish and Ed Sheeran, was behind the camera. Fans of British/Australian soft rock duo Air Supply will instantly recognize the soundtrack.

Courage is the creative agency behind the push, with the apology tour kicking off with a hero film and continuing with print, social and out-of-home (OOH) activations.

“You can’t help but go all in and dig in, no utensils needed, with food so good you can’t help but lick your fingers,” said Katherine Bond-Debicki, chief marketing officer at KFC Canada. “This is so much part of our DNA, it inspired our tagline of ‘Finger Lickin’ Good.’”

Just last month, KFC invited everyone to its ‘fry funeral’ in another satirical spot.

There’s just a few weeks left to submit your entries for The Drum Awards for Creativity. Categories are open for craft, campaigns, companies and people.

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