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KFC turns to NASCAR to push new boneless chicken

May 13, 2013

KFC added a promotional component for its new Original Recipe Boneless chicken during last weekend's Southern 500 NASCAR race.

During coverage of the event, Clint Bowyer, driver of No. 15 Toyota, looked into a television camera and said "I Ate the Bones." In April, KFC launched its Original Recipe Boneless chicken and accompanying "I Ate the Bones" advertising campaign in response to an increase in consumer demand.

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. Through June 8, weekly winners will be chosen to receive an "I Ate the Bones" t-shirt and KFC gift checks.

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