KFC Canada hits the ice with a creative twist that’s turning heads nationwide. Together with its agency Courage, the brand has given the Colonel a true hockey makeover — covering his famous grin with hockey tape and removing his two front teeth. The playful OOH campaign proves how a simple visual tweak can connect a global brand with one of Canada’s greatest passions.
What’s the idea behind this campaign?
The concept centers around one of the sport’s most iconic symbols — the hockey smile. Missing front teeth are a badge of honour for players, representing toughness, resilience, and character. By giving the Colonel this same smile, KFC Canada ties its brand personality to the grit and humour that define hockey culture.
How was the campaign executed?
Directed by Canadian filmmaker Mark Bone, the spots combine different filming styles — including iPhone Pro and CCTV cameras — to achieve a raw, grassroots texture. The campaign rolled out across multiple touchpoints: billboards, store signage, packaging, OOH, social media, rink boards, jumbotrons, and sponsorship segments. Everywhere you look, the Colonel’s new hockey grin is there.
Why does it resonate with fans?
Hockey isn’t just a sport in Canada — it’s a cultural language. As Azim Ahktar, Interim Chief Marketing Officer at KFC Canada, explains: “The Colonel wearing a hockey smile isn’t just a clever creative idea—it’s a lasting symbol of how deeply we’re embracing the culture this season.” By fusing humour, tradition, and design simplicity, the brand authentically embeds itself into the national spirit of the game.
Billboards and beyond: OOH that scores
KFC’s billboard and outdoor campaign cleverly leverages humour to grab attention in urban spaces and hockey arenas alike. The minimalist creative focuses on the Colonel’s face — now missing two teeth — as a visual anchor that fans instantly recognize. It’s proof that great OOH advertising doesn’t need words; it just needs a story people feel.
Final thoughts: A clever cultural play
By merging two Canadian icons — the Colonel and hockey — this campaign showcases the power of cultural branding through OOH. It’s funny, local, and memorable. A small creative change with a massive emotional payoff, showing that even global brands can win big when they play on home ice.
FAQs about this campaign
What is the KFC Canada hockey campaign about?
It’s a playful OOH campaign that gives the Colonel a hockey smile—missing two teeth—to celebrate Canada’s passion for the sport and its sense of humour.
Who created the campaign for KFC Canada?
The campaign was developed by Courage, KFC Canada’s creative agency of record, and directed by Canadian filmmaker Mark Bone.
Where can people see this campaign?
The Colonel’s hockey smile appears across Canada on billboards, store signage, packaging, rink boards, social media, and even jumbotron footage.
Why is the campaign culturally relevant?
Because it embraces hockey, one of Canada’s strongest cultural symbols, and ties it to KFC’s brand personality of grit, fun, and authenticity.
What can brands learn from KFC Canada?
That simple visual ideas grounded in national culture can become powerful storytelling tools, making OOH campaigns both memorable and emotionally resonant.
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