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KFC confirms boneless campaign and strategy is US only and will not roll out to the UK

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By Gillian West, Social media manager

April 5, 2013 | 2 min read

A spokesperson for KFC has informed The Drum that the UK arm of the fast food chain won’t be going boneless following the news that restaurants in the US are to stop selling meat on the bone.

US branches of KFC now plan to roll out Original Recipe Boneless – boneless white and dark meat chicken chunks deep-fried in the same secret recipe of herbs and spices.

The change in direction comes under the leadership of John Cywinski, former McDonald’s brand strategist who has held the role of US president of the brand for two years. Cywinski is quoted in USA Today saying: “This is the biggest new product introduction for KFC in modern times…and will be one of the great American turnaround stories.”

Set to take place from Sunday 14 April, the move aims to update KFC’s image targeting the younger, on-the-go generation who prefer to eat with one hand whilst on the move.

USA Today reports that as early as next year the majority of chicken sold at US KFC’s will be boneless. To support the roll out KFC has mounted a marketing campaign entitled “I ate the bones” with TV spots created by DraftFCB Chicago. The TV ads feature KFC customers unwittingly eating the boneless range and panicking when they realise that they’ve eaten the whole piece and there’s no bones left.

Cywinski added that the move will “transform how people think about the brand”.

Speaking to The Drum earlier a KFC spokesperson confirmed that there are no plans to introduce the new strategy and campaign on this side of the Atlantic.

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