KFC Flips the Script on Etiquette in New “Sorry Manners” Campaign
Developed in partnership with indie-agency Courage Inc., KFC unapologetically celebrates the irresistible, culture-shaping power of ‘Finger Lickin’ Good’.
Maintaining its grip on cultural relevance with its bold brand platform, today KFC launched a cheeky new creative campaign, “Sorry Manners,” that throws polite dining decorum out the window and proudly celebrates the unapologetic joy of indulging in Finger Lickin’ Good chicken. Developed in collaboration with creative agency Courage Inc., the campaign playfully challenges traditional table manners—vividly reminding the world that fried chicken is meant to be eaten hands-first, the KFC way.
Set against the prim and proper backdrop of what could only be described as a Bridgerton-esque dinner party, “Sorry Manners” turns refined dining rituals upside down as guests abandon etiquette in favour of devouring KFC with their hands—because when it comes to food this crave-worthy, holding back isn’t an option.
“This campaign was born from a simple but powerful truth: KFC is not something you nibble politely,” said Dhaval Bhatt, Chief Creative Officer at Courage Inc. “One of the things I love about this campaign is that it’s simple, it’s fun and it finds a fresh, attention-grabbing way to build on one of the oldest and iconic taglines in our business, ‘It’s Finger Lickin’ Good’. It isn’t really an apology, it’s a declaration.”
The new campaign is the latest chapter in KFC’s continued brand direction of being unapologetically KFC: bold, distinct and untamed. Each creative installment that is built within the framework leans into the brand’s signature confidence, taste, and crave appeal, helping the brand cut through the noise in culture with consistency and impact.
“We’re not just reminding people of what makes KFC irresistible—we’re showing them,” said Katherine Bond-Debicki, Chief Marketing & Chief Digital Officer, KFC Canada. “With ‘Sorry Manners,’ we wanted to reinforce ‘Finger Lickin’ Good’ with a culturally relevant insight and a creative execution that is not only visually interesting but that entertains in a way that is distinctively KFC.”
Filmed in Prague, the creative leverages historic architecture and period-centric design elements across costume and film, to elevate the visual storytelling—highlighting the contrast between elegance and indulgence, restraint and pure, delicious abandon. The result is a memorable, conversation-starting spot that positions KFC as a brand willing to break tradition to stay true to its iconic taste.
“There’s something surreal and hilarious about directing a KFC spot in a centuries-old castle in Prague. The actors in those surroundings, powdered wigs, and corsets, sat in great contrast to ravenously devouring the world’s most famous fried chicken with their hands,” said Martin Werner, Director, Partners Film. “This contrast is what makes the campaign bold! It was the boldness of KFC and Courage to position the product this way that interested me”.
“Sorry Manners” is now live across TV, digital, OOH, and social platforms in Canada, with more extensions under the Unapologetically KFC platform expected later this year.
About KFC Canada
KFC Canada is part of Yum! Brands Inc., and has been serving Canadians its famous Original Recipe® chicken since 1955. With a unique blend of 11 herbs and spices, KFC is known for its bold flavour, craveable food, and Finger Lickin’ Good® experience. With over 600 restaurants across the country, KFC continues to grow by showing up in culture with an unapologetically original voice and a commitment to quality food and memorable moments.
About Courage Inc.
Headquartered in Toronto, independent creative shop Courage Inc. has become one of the fastest-growing independent ad agencies in Canada’s history. Founded in 2022, Courage has created internationally celebrated work for a number of iconic brands, including KFC, Nescafé, CIBC, and more. Through human-to-human connection and boundary-testing creativity, the agency’s guiding mission is to help every partnering brand find their courage.
CREDITS
Title: Sorry Manners
Brand Platform: Unapologetically KFC
Client: KFC Canada
Chief Marketing Officer: Katherine Bond Debecki
Director, Marketing: Azim Akhtar
Senior Marketing Manager: Jordan Sequeira
Senior Manager, Media & Regional Marketing: Lauren Pottie
Marketing Coordinator, Brand & Retail Marketing: Emilie Power
Agency: Courage Inc
Founder & Chief Creative Officer: Dhaval Bhatt
Founder & Chief Creative Officer: Joel Holtby
Partner & Chief Strategy Officer: Tom Kenny
Partner & President: Niki Sahni
Partner & Executive Producer: Clair Galea
Partner & Executive Creative Director: Maxime Saute
Partner & Executive Creative Director: Marilou Aubin
Executive Creative Director: Chris Booth
Art Director: Sammy Lo
Copywriter: Emma Lorenzi
Group Account Director: Alex Karayannides
Account Director: Kyron Sobers
Account Supervisor: Nick Lepp
Account Executive: Zoe Fetsis
Sr. Integrated Producer: Raquel Mullen
Sr. Production Designer: Jeannette Downes
Assistant Producer: Veronica Cole
Director, PR: Natalia Banoub
Production Company: Partners Film
Executive Producer: Gigi Realini
Director: Martin Werner
Line Producer: Neil Bartley
Director of Photography: Ottar Gudnason
Food Styling: Katie Giovanni
Production Service: Boogie Films
Production Designer: Lucie Amosse
Costume Design: Dasa Stefflova
Makeup & Hairstyling: Jana Dopitova
International Casting: Sarcasting
Prague Casting: Jam Casting
Editorial: Outsider Editorial
Editor: Chris Murphy
Assistant Editor: Ilya Sarossy
Executive Producers: Kayan Choi, Kristina Anzlinger
Producer: Kelsey Dale-McGrath
Transfer & Online: Alter Ego Post
Colourist: Lily Henry
Colour Assistant: Daniel Saavedra
VFX Lead: Joel Osis
VFX Assistant: Nupur Desai
Producer: Mariya Guzova
Executive Producer: Hilda Pereira
Audio: Vapor Music
Executive Creative Director: Joey Serlin
Executive Producer: Lindsey Serlin
Ryan Chalmers: Audio Mix Engineer
Sound Designer: Kevin Chamberlain
Brendan Quinn: Composer/Arranger
Media: UM Canada
Derek Ouellette: VP, Client Business Partner
Adam Steeves: Manager, Connections Planning
Julia Clark: Senior Planner, Connections Planning
Comments