KFC Jamaica is levelling up the excitement with its latest advertising campaign, ‘Anything for the taste’.

Teaming up with dancehall superstar Valiant, KFC Jamaica is redefining what it means to crave its flagship Big Deal.

Valiant, one of the biggest names in dancehall, brings his signature style to the new campaign, putting his spin on conveying campaign message. His widespread appeal and catalogue of musical hits has positioned him as the ideal personality to further connect KFC with its fan base and with the current Jamaican entertainment lifestyle.

Speaking of his involvement with the new campaign, Valiant remarked: “Jamaicans have loved KFC for years, so being a part of this campaign feels like a big moment for me. It’s about representing something iconic and bringing my energy to a brand that means so much to Jamaica. I’m excited to contribute to this legacy and remind everyone that we’re all a ‘big deal’.

KFC has a long track record of teaming with some of the biggest names in dancehall for its Big Deal campaigns, among the collaborators have been Bounty Killer, Agent Sasco, Busy Signal, Spice, and Christopher Martin.

Now, with Valiant lending his voice and style to this latest campaign, KFC is combining its most beloved and iconic menu item with the rhythm of modern Jamaican dancehall culture.

From street dances to stage performances, music and food play a significant role in uniting Jamaicans, creating shared experiences that resonate across generations. By teaming up with Valiant, KFC Jamaica is tapping into a long-standing tradition where food and music come together, becoming central to celebrations of our culture. The partnership also highlights the deep love and appreciation Jamaicans have for music while pairing this with their affinity for KFC.

Sharing his thoughts on the partnership, marketing manager at KFC Jamaica Andrei Roper said: “[W]e couldn’t think of a better voice for the new KFC Big Deal than Valiant… His talent and energy reflect the essence of Big Deal and of the KFC brand — distinct, bold, exciting, and unapologetically Jamaican. We are thrilled to work with him and to continue celebrating the KFC Big Deal as an integral part of Jamaican lifestyle.”

The campaign is elevated by the infectious sounds of the Dutty Money rhythm, created by renowned Jamaican producer Tarik Johnston, also known as Rvssian. Known for creating global hits, Rvssian’s rhythm adds an irresistible vibe to the campaign, perfectly complementing Valiant’s voice.

“It’s exciting to see the Dutty Money rhythm power the new KFC Big Deal campaign — bringing that signature vibe to something everyone loves,” said Rvssian.