Wunderman Thompson + KFC Thailand release the ‘KFC BONE TIE’ to celebrate International Dog Day

Dogs across Thailand grabbed a bite this International Dog Day with KFC Thailand’s effort, with agency partner Wunderman Thompson Thailand, towards doggie wellbeing. On a mission to reduce the doggie danger of feeding chicken bones to their pups, the Colonel asked dog owners to think twice, and grab a ‘BONE TIE’ instead.

Since KFC chicken bones are a delicious treat that offer an excellent source of protein and calcium for our furry best friends, it’s not surprising that most dogs jump at the very first chance they get to sink their teeth into a drumstick. However, chicken bones can cause internal damage, puncturing a canine’s organs.

Not anymore, thanks to KFC.

This International Dog Day, KFC Thailand showed its love for dogs launching the ‘KFC BONE TIE’ on August 26th, 2023. In collaboration with Momo and Friends – a trusted brand in top quality dog snacks – KFC raised awareness for the wellbeing of our adorable pets, with its naturally safe KFC BONE TIE: a dog snack produced from real, yummy KFC chicken bones, and reshaped into the Colonel’s iconic bow tie.

KFC EastVille branch, located in the pet-friendly Central EastVille mall, had a field day giving their free KFC BONE TIE to all dog lovers that visited the restaurant, or participated in online activity through KFC’s Facebook channel. The KFC BONE TIE initiative received positive feedback, catching the attention of many dogfluencers who joined the movement, alongside thousands of adorable photos of dogs and their owners, enjoying the KFC BONE TIE. The social media impact left its mark with the hashtag #KFCBONETIEXMOMOANDFRIENDS.

Suhayl Limbada, Chief Marketing Officer of KFC Thailand, said: “As the leading fried chicken brand that makes everyone’s mouth water, we may have tempted many people to give their dogs chicken bones. This International Dog Day, we went to market determined to raise awareness on the harmful effects of giving cooked chicken bones to dogs, and to replace this instead with the world’s first dog snack – made with love from our KFC chicken bones!”

Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, said: “We’ve added the magic touch to KFC’s brand identity by shaping the snack into a bow tie, making it cute and distinctive, exactly as the Colonel likes it. We teamed up with Gluta Story, a content creator with a famous gang of dogs who adorably helped us communicate this campaign with a film that made everyone watch until the end.”

With all the fun about town, KFC Thailand went a step further and opened the opportunity for consumers at KFC branches in pet-friendly malls such as Central EastVille, Fashion Island and Mega Bangna to participate in recycling fresh chicken bones, in an attempt to upcycle food waste and ultimately keep producing the KFC BONE TIE, as an evergreen treat for dogs.

While KFC Thailand is committed to supporting dog welfare and rescue activities in Thailand, this campaign raised the bowl with The Voice Foundation, increasing funding to help stray and abandoned dogs in Thailand. Additionally, on the day, dog lovers could also scan a QR code to donate directly to The Voice Foundation and be a part of an initiative helping other dogs in need.

KFC Thailand thanks all dog lovers who supported the movement and encourages all dog owners to continue to follow a safe and healthy diet for their pets.