KFC Solicits 'Ate the Bones' Reactions

KFC is asking fans to submit photos and videos of their best "I Ate the Bones" faces.

In order to push new Original Recipe Boneless chicken, which debuted April 14, KFC has incorporated the catchphrase, “I Ate the Bones,” in its TV advertising. And now, “I Ate the Bones,” which is meant to communicate that KFC’s boneless chicken is just like its Original Recipe chicken with the exception of bones, is part of a Facebook contest that asks customers to bring the reaction, “I Ate the Bones,” to life.

KFC introduced Original Recipe Boneless chicken in response to what it says is an increase in consumer demand for boneless menu items.

“The focus is on the idea that people are amazed it tastes just like Original Recipe chicken,” says Rick Maynard, senior manager of public relations at KFC.

So, in a word, an “I Ate the Bones” reaction is one of amazement, Maynard adds.

To participate in the online initiative, customers simply post a photo or video with their best “I Ate the Bones” faces on Facebook, Twitter, Vine or Instagram with the hashtag #IAtetheBones.

Maynard says the brand has seen a significant number of entries via Instagram and Vine.

Entries are curated on Facebook. As of Friday, there were 630.

Through June 8, weekly winners will be chosen to receive t-shirts and gift checks. Five grand prize winners will also be selected to receive $1000 and a chance to be included in an online or social media advertisement within the next year, KFC says.

Fans are encouraged to solicit votes for their entries, but Maynard notes that votes will not guarantee a win.

In choosing winners, Maynard says KFC is looking for creativity, originality, consistency with brand image and enthusiasm.

The first weekly winners were announced Wednesday.

According to a press release, the commercials for Original Recipe Boneless were so buzzworthy in test markets last year that customers began mentioning them in social media — even using the hashtag #IAteTheBones — with no solicitation from the brand. KFC says some customers even made their own YouTube videos.

Maynard says this most recent extension essentially gives fans another outlet for that enthusiasm.

It targets young adults 18 to 35.

KFC has 6.3 million Facebook fans; @kfc_colonel has 139,000 Twitter followers.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource