KFC Canada has brought back the ads that ran the last time the Edmonton Oilers won the Stanley Cup, in 1990. The brand wanted to cheer on the Canadian team during the third game of the Stanley Cup final, which took place on Wednesday at Rogers Place stadium in Edmonton. Unfortunately, the Florida Panthers still won. But that wasn’t KFC’s fault.

Lauren Pottie, senior manager of media and regional marketing at KFC Canada, tells Media in Canada that the brand relaunched the classic ads as its own superstition to encourage another team victory. From unshaven playoff beards to specific game-day routines, superstitions have become traditions in hockey, so KFC wanted to be a part of that and show its commitment to fans while staying true to what the brand is all about, Pottie says.

Two 30-second videos and two visuals were launched through TV and social media. KFC placed vintage signage in its stores, as well as vintage logos with the original look of the brand. There were also OOH digital ads featuring the classic 1990s KFC bucket with messages to encourage fans outside the stadium.

The company also relaunched a favorite ’90s promotion for a limited time: its 18-piece chicken offer for just $18. Available only at Edmonton restaurants, the offer was a nod to the Oilers’ return to the finals after an 18-year hiatus. The brand says its aim was to enhance the home viewing experience for fans by making game nights a celebration of both hockey and chicken.

Wavemaker handled the media buying, with KFC’s AOR Courage behind the creative.

Pottie says the spots and promotion were naturally targeted towards Oiler fans, as they are the only Canadian team left in the NHL playoffs. However, KFC hopes its marketing reaches all hockey followers in the country.

“One of our big marketing challenges is to increase brand relevance and one of our primary strategies to do that is finding relevant ways to engage with culture,” she says. “Hockey has always been a huge part of Canadian culture and with our new partnership with the Oilers, we jumped on this idea when Courage brought it to us.”

The initiative builds on KFC Canada’s existing partnership with the Oilers, who brought the brand’s iconic flavors with product offerings at Rogers Place earlier this year.