In a fresh twist on etiquette, KFC Canada has launched a bold and humorous new campaign titled ‘Sorry Manners’, which throws traditional dining decorum out the window in favor of what the brand calls the unapologetic joy of indulging in Finger Lickin’ Good chicken. Created by Courage Inc. and directed by Martin Werner of Partners Film, the campaign brings KFC’s long-standing tagline to life in a lavish yet cheeky way.
Set in an elaborate, Bridgerton-inspired dinner party, the campaign’s hero film subverts upper-class rituals as guests, dressed in corsets and powdered wigs, cast aside cutlery and etiquette to devour KFC chicken with their bare hands. The result is both hilarious and visually striking, reinforcing the brand’s message: when chicken tastes this good, restraint is not 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. “It’s not really an apology—it’s a declaration.”
Far from a gimmick, the campaign represents the latest chapter in KFC’s brand strategy of being unapologetically KFC: confident, craveable, and culturally resonant. By leaning into humor, indulgence, and unexpected settings, the brand continues to stand out in a crowded marketplace with a message that’s as memorable as it is mouthwatering.
“We’re not just reminding people what makes KFC irresistible—we’re showing them,” explained Katherine Bond-Debicki, chief marketing and digital officer at KFC Canada. “With ‘Sorry Manners,’ we wanted to reinforce ‘Finger Lickin’ Good’ with a culturally relevant insight that entertains in a way that is distinctively KFC.”
Filmed in Prague in a historic castle, the ad pairs opulent period styling with modern-day indulgence, enhancing the campaign’s visual storytelling. The clash of elegance and chaos—of restraint and gluttony—is what gives the spot its unexpected power.
“There’s something surreal and hilarious about directing a KFC spot in a centuries-old castle,” said Martin Werner, the campaign’s director. “The powdered wigs, the corsets, and then suddenly...fried chicken everywhere. That contrast is what makes it bold.”
Currently airing across TV, digital, social media, and out-of-home platforms in Canada, the campaign is expected to expand with additional activations under the Unapologetically KFC platform later this year.
With ‘Sorry Manners,’ KFC once again proves that it’s not just selling chicken—it’s selling a feeling. A deliciously indulgent one.
