KFC introduces new product to Hillsboro restaurant: Original recipe boneless chicken
When nearly four in five servings of chicken in the U.S. are now served “off the bone,” – strips, bites and filets – what’s the most famous chicken restaurant in the world to do?
For KFC, the answer was simple: Get rid of the bones.
KFC introduced Original Recipe Boneless on April 14 – boneless, skinless pieces of both white and dark meat chicken, hand breaded using the Original Recipe made famous by Colonel Harland Sanders. It’s KFC for the way consumers live – and eat chicken – today. It’s everything they love about Original Recipe chicken, but without the bones.
“Our customers have seen the beginning of a menu revolution at KFC over the past several months, as we’ve introduced new contemporary products such as the Original Recipe Bites, Chicken Littles, Li’l Bucket Kids Meals and Dip’ems,” said KFC’s Keith Chambers.
“Now we’re proud to introduce the flagship product of the KFC menu, Original Recipe in a boneless, skinless entrée. This is more than just a promotional product; it’s a way of doing business at KFC.”
While the world-famous flavor of Original Recipe chicken continues to receive rave reviews around the world, consumers are increasingly seeking out boneless, skinless chicken. Only KFC can give them everything they want in one product.
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Product launches with “I Ate the Bones!” marketing campaign
While KFC customers are noticing a new look for the KFC menu with the introduction of Boneless, they likely won’t look at the brand’s television advertising the same way either. The two 30-second commercials feature “I Ate The Bones!” theme that cleverly communicates that Boneless delivers everything that KFC fans love about Original Recipe – except for the bones.
The two commercials, along with two 15-second tease commercials that were aired one week before launch, were created by DraftFCB Chicago and directed by Academy Award-nominated Director David O. Russell along with the production company Wondros. Russell was most recently nominated for an Oscar for Best Director for “Silver Linings Playbook.”
The commercials were so buzzworthy in test markets in 2012, customers began mentioning in social media, using the hashtag #IAteTheBones with no prompting from the brand. Some customers even made their own YouTube videos, documenting their amazing “I Ate The Bones” moments when they tried the product for the first time.
About KFC
KFC Corporation, based in Louisville, Ky., is the world’s most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™, Kentucky Grilled Chicken®, Extra Crispy™ Strips and Original Recipe® Boneless, with home-style sides, Hot Wings™, and the freshly made chicken sandwiches.
There are more than 18,000 KFC outlets in more than 115 countries and territories around the world. Each week, more than 13 million people visit a KFC restaurant in the United States. KFC Corporation is a subsidiary of YUM! Brands, Inc., Louisville, Ky.