In Canada, hockey is dominated by big brands like McDonald’s and Tim Hortons who have spent decades investing in the game. As a new brand in hockey, with a much smaller budget, we needed to make KFC stand out. So, we focused on something every hockey fan would recognise. In hockey, players smiling through missing teeth has become a symbol of the game. So, to connect with hockey culture, we gave Colonel Sanders his own toothless “hockey smile”. With a small change, we connected with Canada’s game - increasing app sales by 36.3%, and brand consideration by 17%.