SUB CATEGORY :

CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY

COMPANY ENTERING :

VML THAILAND, BANGKOK

TITLE :

KFC BONE TIE

BRAND :

KFC

ADVERTISER :

KFC THAILAND

AGENCY :

VML THAILAND, BANGKOK

CHIEF EXECUTIVE OFFICER :

PARATTAJARIYA JALAYANATEJA

CHIEF CREATIVE OFFICER :

PARK WANNASIRI

GROUP CREATIVE DIRECTOR :

NATKANATE RUENGRUJMETHAKUL

CREATIVE GROUP HEAD :

KAJOHNCHAI RODKLONGTAN

SENIOR ART DIRECTOR :

SUPAPIT TIPSOMPONDDEE

SENIOR COPYWRITER :

PATIPHAN SRILAPAN

CREATIVE SERVICE DIRECTOR :

WASCHARIN PONGSIRIVILAS

EXECUTIVE PRODUCER :

JIROJ MECHOOJIT

AGENCY PRODUCER :

SAWEEYA DEJITIKUL

DESIGN DIRECTOR :

PHATSAKORN CHANPHO

DESIGNER :

SIRAPASSORN KAPUKHAM

BUSINESS DIRECTOR :

NARUPORN RUNGRUANGCHOTIKUL

GROUP ACCOUNT DIRECTOR :

RAVIRATH RONNACHAIWAROT

ACCOUNT DIRECTOR :

SUCHADA PUTTARUKKIT

PLANNING DIRECTOR :

JASON COX

PROJECT MANAGER :

KAMONCHANOK NAVAME

PR AGENCY :

VERVE THAILAND, BANGKOK

FILM PRODUCTION COMPANY :

GLUTA STORY, BANGKOK

CAMPAIGN SUMMARY :

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. The Idea, turn a potential threat into a Finger Lickin’ & Tail Waggin’ good moment for dog parents and their beloved dogs. KFC Bone Tie is 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. 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.

CREATIVITY/IDEA/INSIGHT :

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 with their dogs.

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.

RESULT :

The KFC Bone Tie earned organic dog lovers support to raise 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..