GLOBAL – UNITED STATES, APRIL 19, 2013 – In support of the national introduction of its Original Recipe Boneless on April 14, KFC has launched a marketing campaign that includes two new spots created by Draftfcb Chicago and directed by Academy Award-nominated Director David O. Russell (Silver Linings Playbook).
The first spot focuses on a dad and the second on a guy hanging out with his friends, both of whom literally enjoy every last savory bite of KFC’s original recipe (with boneless chicken) before being freaked out by the lack of bones. No, they didn’t eat them – and that’s what made this new menu option the most popular test product in KFC history.
The campaign also featured a new radio ad as well as digital banners across multiple sites, including a Yahoo! Takeover on April 17. The brand’s Facebook and Twitter streams kept the excitement going by continuing to use the hashtag #IAteTheBones, which came about organically thanks to enthusiastic customers and viewers in the initial test markets. Some customers even made their own YouTube videos, documenting their own “I Ate The Bones” moments when they tried the product for the first time.
CREDITS
Chief Creative Officer: Todd Tilford
Executive Creative Director: Chuck Rudnick
Creative Director: Doug Behm
Senior Copywriter: Zach Schmitz
Copywriter: Katie Rich
Senior Art Director: Heather Barnes
Executive Producer: Ivo Knezevic
Account Director: Vicky Runyon
EVP, Group Management Director: Rahul Roy
SVP, Management Director: Dave Trifiletti
Production Company: Wondros
Executive Producer: Gina Zapata
Producer: Helga Gruber
Director: David O. Russell
D.O.P: James Whitaker
Editor: Alex Hagon @ Hagon
Editing Company: Hagon
SoundDesign/Arrangement: John Binder @ Another Country
Post Production: Optimus
