Background

KFC is known for sharing, used for sharing and even the brand’s iconic bucket was invented for sharing. But what happens when sharing KFC creates a problem for the furry and pawed members of our family?

KFC chicken bones could be a source of protein and calcium for our beloved dogs, and they are likely to eagerly seize the first opportunity to scurry away with an unattended chicken bone. The problem is chicken bones can cause internal damage by puncturing a canine's organs and may lead to bacterial infection.

It’s an issue many dog owners are unaware of. The challenge was to do our part as a brand by sharing an important message and creating a way that even man’s best friend, our dogs, can share in the joy of KFC fried chicken.

Idea

Turn a potential threat into a Finger Lickin’ & Tail Waggin’ good moment for dog parents and their beloved dogs.

KFC Bone Tie are a sustainable solution that turned potential dog threatening fried chicken bones into digestible dog treats.

Teaming up with a dog treat expert, we collected leftover KFC bones grinding the sharp and spiky bones into powder to be shaped into the form of the iconic bow-tie, not just perfect for a secure grip and to clean dogs teeth but also a very dapper nod to our iconic founder, Colonel Sanders.

Strategy

KFC has always been for sharing with family and friends, and what we learnt was that dog owners are increasingly treating their beloved dogs more like members of the family than pets.

These “dog parents” want to protect, nurture, and provide moments of joy for their “dog children”.

So, instead of educating dog owners with a public service announcement advising them to not allow their dogs to get their mouths into unattended KFC chicken bones, we wanted to reach dog owners at the most relevant moment…when they are sharing our delicious fried chicken with their friends and family.

Not only that, but we wanted to tap into the love of our dogs, and connect those warm, fuzzy emotions to KFC’s celebration of sharing in all occasions.

Our strategy was to create a dog-loving solution to raise awareness and allow people to have a Finger-Lickin’, and Tail-Waggin’, good sharing moment together safely

Execution

The KFC Bone Tie launched with a cuteness-overload online film in which a well-known influencer for Thai dog lovers, told the story of dog owner who fights a puppy dog for a chicken bone. No matter how difficult the fight gets, the message was clear to not give in and let you dog have a chicken bone, instead give them the KFC Bone Tie.

On International Dog Day, KFC Bone Tie was available in KFC branches, free for our customers buying our delicious fried chicken. KFC Bone Tie’s packaging nodded to the Colonel’s famous bowtie and included information to raise awareness about the dangers caused by feeding cooked bones to dogs.

Results

KFC can now add ‘meals shared with dogs’ in its long list of sharing occasions the brand is recognized for. KFC Bone Tie has strengthened KFC’s sustainability credentials in a way that resonates strongly emotionally with consumers, particularly dog lovers, allowing our brand to tap into the love and joy our dogs provide us and include them in our brand’s purpose with an iconic brand asset, the Colonel’s bowtie.

The KFC Bone Tie earned organic dog lovers support and raised awareness through online platforms.

Furthermore, it was picked to be featured in the Thailand Sustainable EXPO in 2023.

5.52M Views across social

5.24M Reaches

667K engagement

25.8M PR value

Most importantly, KFC decided to incorporate the Bone Tie into a long-term sustainable action plan for years to come.