When KFC launched Original Recipe Boneless in mid-April, company executives said it was on the fast track to success. Now, the product really ison the fast track as KFC Original Recipe Boneless is the sponsor for NASCAR driver Clint Bowyer’s No. 15 Toyota at the Southern 500.
“The KFC team is thrilled to be partnering with Clint and the Michael Waltrip Racing team at Darlington this weekend,” said KFC Chief Marketing Officer Jason Marker. “Original Recipe Boneless has been the talk of the country for the past few weeks, and it’s exciting to be ‘riding along’ with Clint during the legendary Southern 500.”
For his part, the driver of the No. 15 Toyota is embracing the product’s catchy tagline. At some point this weekend, Bowyer is sure to look into a television camera and say: “I Ate the Bones.”
KFC launched its revolutionary new Original Recipe® Boneless chicken and accompanying “I Ate the Bones” advertising campaign to respond to an increase in consumer demand for boneless menu items.
“I ate the bones,” laughed Bowyer. “I plan to say that about 100 times this weekend in Darlington. We’ve all seen the commercials on television and now we get to carry it on our car. Hopefully I’m eating some Original Recipe Boneless in victory lane Saturday night.”
The Michael Waltrip Racing driver is fifth in the 2013 standings and should be one of the favorites Saturday night. Fox will televise the 500-mile race at 6:45 p.m. ET.
In addition to joining Bowyer at Saturday’s Darlington race, KFC also recently launched the “I Ate the Bones” Facebook app and contest, in which consumers can post a photo or video with their best “I Ate the Bones” reaction. Participants can submit entries via Facebook, Twitter, Vine or Instagram and then share the submission to encourage friends and family to vote for their entries. Submissions should include the hashtag #iatethebones.
Through June 8, weekly winners will be chosen to receive an “I Ate the Bones” t-shirt and KFC gift checks. Five Grand Prize winners will be selected to receive $1,000 and a chance to be featured in a KFC online or social media advertisement within the next year.
The contest is open to US residents of the 48 contiguous states and DC 18 years of age and older. For full contest rules, visit: https://apps.facebook.com/iatethebones/pages/rules.