PFK (Quebec’s KFC) needed to re-engage Quebecers and drive foot traffic. What better way than leveraging its partnership with the Montreal Canadiens? But instead of basic logo-slapping, PFK acted like a die-hard fan. Tapping into fandom lore - the belief that the team's luck vanished when they left the legendary Montreal Forum - PFK tracked down original Forum seats on resale sites and installed them in its Montreal restaurants. Turning dining rooms and pre-game activations into shrines of hockey history, PFK gave fans a way to soak up the winning energy over fried chicken.