Finger Lickin' Open Endorsement

PR/Influencer Campaign

2024

Courage, Toronto, ON
w: courageinc.com

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.

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