KFC Bone tie objectives were to create a campaign targeting people who give KFC chicken bone to dogs, which causes internal damage by puncturing a canine's organs and may lead to bacterial infection, which would result in increased awareness about the danger of giving dogs bones. By developing and launching a new safe product that turns the favorite dog drumstick into digestible dog treats, which can still serve as a source of protein and calcium for our furry best friends. For the first time, people can enjoy a finger-licking good moment with their dogs safely.

KFC is known for sharing, used for sharing and even the brand’s iconic bucket was invented for sharing. But what happens when sharing KFC creates a problem for the furry and pawed members of our family?

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.

In Thai culture, the practice of sharing food, including bones, with dogs is common and reflects a sense of care and community. However, the unawareness of the dangers posed by cooked bones, such as those from KFC, highlights a need for education on pet nutrition. While the intention may be to express affection through sharing, the cultural norm might benefit from a shift towards safer alternatives to ensure the well-being of beloved canine companions, aligning traditional practices with modern pet care knowledge.

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.

Introducing the KFC Bone Tie, an innovative dog treat crafted from repurposed chicken bones, merging sustainability and canine dental care. The bow-tie design ensures a secure grip and promotes teeth health through natural rubbing. The materials, chicken bones, and natural glue are carefully sourced for a safe chewing experience. The production process involves cleaning, pasteurization, grinding, blending, shaping, and a meticulous baking and germ-elimination phase, ensuring precision and care in crafting each treat. Composed of 89.81% Rawhide, 10% Chicken Bones, and 0.19% Vegetable Oil, the KFC Bone Tie provides a high-protein reward without preservatives. Share a finger-licking good moment with your dog, indulging in this unique, sustainable, and nutritionally rich treat that signifies a harmonious blend of innovation and bonding with your furry companion.

KFC can now add ‘meals shared with dogs’ in its long list of sharing occasions the brand is recognized for. KFC Bone Tie has strengthened KFC’s sustainability credentials in a way that resonates strongly emotionally with consumers, particularly dog lovers, allowing our brand to tap into the love and joy our dogs provide us and include them in our brand’s purpose with an iconic brand asset, the Colonel’s bowtie.

The KFC Bone Tie earned organic dog lovers support and raised 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.