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Key Takeaways:
- KFC Canada launched a nationwide OOH campaign tied to the F1 Grand Prix in Montreal.
- Speed-blurred chicken buckets mimic racetrack chicanes in creative billboards.
- Courage Inc.'s new Montreal office debuted the campaign just weeks after opening.
KFC Canada is going full throttle for this year’s Canadian Grand Prix.
The chicken giant is swapping “Finger Lickin’ Good” for “Finger Lickin’ Fast” in a cheeky campaign that brings fast food and Formula 1 together in unexpected ways.
The effort was made in collaboration with creative agency Courage Inc., which recently launched its first Montreal office.
“KFChicane” is a national out-of-home (OOH) campaign that celebrates the return of F1 to Montreal.
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This is Courage’s first nationwide work since setting up shop, and the timing couldn’t have been better.
Instead of running a traditional campaign, the brand capitalized on a visual coincidence.
The red-and-white striping on its iconic chicken buckets mirrors the pattern of track chicanes, the tight, tricky corners that demand precision and speed from drivers.
"When we realised that KFC buckets share the same graphic code as F1 chicanes, it became obvious we had to do something with it," said Maxime Sauté, partner and executive creative director at Courage.
“Only KFC could truly own this icon.”
This connection became the springboard for a playful homage to the sport and its fans.
Buckets and Billboards
The campaign features bold billboards positioned around Montreal’s Gilles Villeneuve Circuit, including the Senna Curve, the Hairpin, and the infamous Wall of Champions.
On them, KFC buckets appear mid-blur, mimicking cars speeding through the curves. And it's not just limited to Montreal.
Versions of the creative are running across Canada and on social media, inviting fans nationwide to feel part of the race-day energy.
The campaign’s biggest visual trick is the motion blur treatment of the buckets, turning them into high-speed elements in their own right.
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KFC even temporarily swapped its famous slogan for a faster one, underscoring the brand’s effort to match the hype and tempo of one of Canada’s largest sporting events.
“The Canadian Grand Prix was the perfect opportunity to connect KFC to a local event that draws over 350,000 visitors,” Sauté added.
Tapping into the event’s massive draw and pairing it with a hyper-specific visual insight enabled KFC to insert itself into the cultural moment.
It did this without needing to spend millions and sponsor a team or driver.
Our Take: Can Buckets Really Beat the Grid?
I think KFC’s “KFChicane” is a smart reminder that brand storytelling doesn’t always need a celebrity or a big production budget.
Sometimes it’s about spotting the right pattern... literally.
KFC and Courage were able to create a fun, fast-moving campaign that feels native to the F1 hype by finding the right visual hook.
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It’s a perfect example of OOH campaigns done right, and how to rile up fans of the world-famous sport with a world-famous chicken.
Recently, the fast-food giant also teamed up with F1 to celebrate the upcoming film starring Brad Pitt with race-themed offerings.
Looking to launch unforgettable campaigns? These agencies deliver standout creative work:
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