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Dancehall act Chris Martin can now add another feather in his fedora.

After releasing the now ubiquitous hit, I’m a Big Deal, Martin has joined forced with fast food giant KFC- a move that marks his first major corporate brand partnership.

The song will underscore KFC’s newest marketing push which is dubbed the ‘2016 Big Deal’ campaign, has been described as a natural fit. Chris Martin is joined by fellow musician Busy Signal; both having just dropped their latest track “Steppin” together last month.

Loop reports, Tina Matalon, Marketing Director, KFC Jamaica is thrilled to be working with Martin and Signal: “Working with Chris has been great! Once Chris took ‘BIG DEAL’ to another level with his hit song, we just knew we had to do something with him at some point. And then having Busy on the track as well added some spice to it, making it hotter than ever. ”

This is the first time that KFC Jamaica has used a celebrity endorsement in a 360 degree visual campaign. For Martin, working with the KFC family has also been a wonderful experience. “When I sang I’m a Big Deal, it was just great that KFC has a meal called Big Deal. It’s a wonderful thing for me” said Martin.

As for the core message behind the song, it was never about feeling full of himself; but had to do with empowering an individual’s sense of self.

KFC’s popular BIG DEAL meal has been Jamaica’s favourite for decades.  Three pieces of delicious KFC Chicken available in all three flavours: Original Recipe, Hot ‘n’ Spicy and KFC Jamaica’s very own signature BBQ sauce and is available at all 34 KFC restaurants island wide.

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