First published by: AdAge.com

KFC Canada

The division of the chicken chain took home Clio Sports Brand of the Year and three Grand Clio Sports awards this week at the annual show that recognizes creative excellence in sports marketing. KFC’s “Kyle F*cking Connor” campaign from Courage won for creative effectiveness, experience/activation and fan engagement. The effort creatively leveraged KFC’s sponsorship of the NHL’s Winnipeg Jets by playing into the fact that fans call Kyle F. Connor “KFC,” and leaned into the team’s “whiteout” playoff ritual when fans wear all white. KFC gave its bucket its own whiteout and, naturally, had Colonel Sanders dressed in his all-white suit cheering on the team. It even rebranded a KFC into a “Kyle F*cking Connor.”