KFC unveils bespoke jewellery line ‘The Boneless Collection’ in new campaign via Special PR
KFC is turning up the heat for the return of its fan-favourite KFC Hot & Crispy Boneless, collaborating with renowned New Zealand jeweller Nick Von K to release a bespoke jewellery line: “The Boneless Collection” via Special PR.
The unexpected pairing unveils 11 hand-crafted sterling silver and pearl necklaces – an ode to each of the secret herbs and spices KFC is synonymous with – and designed to symbolise the bones that have been removed from the KFC Hot & Crispy Boneless.
Suspended on solid sterling silver chains or strings of cultured pearls, the bones are arranged so that each necklace is unique with some encrusted with cubic zirconia gemstones. The jewellery line is a natural fit for Nick Von K, renowned for his avant-garde pieces, who launched his first collection over a decade ago.
The campaign has been devised and executed by Special PR, who won the account after a three-way competitive tender at the end of July.
Special PR is responsible for proactive PR for KFC including creative ideation and strategy, influencer and talent management, social content creation and media relations, with support from PHD on media strategy, planning and amplification. Special PR has worked closely with the KFC in-house project team – led by KFC marketing director Leanne Too and senior brand manager Holly Knowles.
Says Clark Wilson, general manager of marketing at Restaurant Brands, commented: “We’ve been looking for an earned-first agency that can create truly distinctive, fame-driving work – and believe this first campaign from Special PR brings a new level of youthful energy and cultural relevancy.
“This has been an immense team effort, and I’d like to thank the entire KFC Marketing and Digital teams who managed to go from a pitch idea to live execution in just seven weeks.”
Says Kelly Grindle, GM of Special PR: “There aren’t many brands out there that have as much opportunity and possibility as KFC. Some of the work they’ve done – both here and globally – is amongst my favourite of all time.
“We’re excited to get stuck in with a client that has such a passion and energy to deliver stand-out work that gets people talking – and most importantly, resonates in culture.”
The necklaces are designed in 2D before being programmed into 3D software and printed in wax. From here they’re cast in solid sterling silver and hand-finished to a fine polish, where they’re then either encrusted with cubic zirconia gemstones, strung on pearls or Nick Von K’s signature hexagon link chains.
Those wanting to embrace Nick’s hottest (and crispiest) new line can purchase select pieces online at nickvonkcollab.kfc.co.nz – but they will need to be swift as they’re anticipated to sell out as fast as the KFC Hot & Crispy Boneless.
The pieces retail at $1299.00 with the proceeds donated to KFC’s charity partner Surf Life Saving New Zealand to help keep Kiwis safe this summer.
KFC Hot & Crispy Boneless is now spicing up menus nationwide for a limited time. New Zealanders can purchase the boneless bites in a 4 pack for $9.99 or in the Boneless Box, which includes 3 pieces of KFC Hot and Crispy Boneless, Reg Chips, Potato and gravy, drink, and a bread roll for $12.99. Prices vary on delivery.
KFC:
Clark Wilson: GM Marketing, Restaurant Brands
Leanne Too: Marketing Director
Holly Knowles: Senior Brand Manager
Georgina Frances: Digital Marketing Director
Chelsea Ho: Social Media & Content Specialist
Keegan Thoresen: Assistant Brand Manager
Special PR:
Kelly Grindle: GM, Special PR
Natasha D’Souza: Senior PR Director
Natalie Chandler: PR Director
Kat Day: Creative Lead, PR
Sophie Harsent: PR Manager
Jess Walker: PR Manager
Arabella Mitchell: PR Executive
PHD:
Amanda Palenski: Creative Integration Lead
Ella MacDonald: Associate Business Director
Lily McCallum: Senior Digital Planner
Lara Winmill: Account Manager
Lucy Hazlett: Digital Planner
Film Construction:
Amie Gellert: Producer
Matt Hurley: Creative Director & Photographer
Jason Domancie: Videographer & Graphic Designer
Richard Huang: Wardrobe Stylist & Creative
Leah Mizrahi: Art Director & Food Stlist
Stacey O’Gorman: Food Stylist
31 Comments
The shark has been jumped.
I loved this. A clear articulation around ‘why’ and also just fun for once. Noice.
This is so dope! Imagery looks slick AF
Why did this kinda slap doe
saw this today on a Ponsonby Road billboard and had no idea what was going on. Using bones, for bone-less? Confusing.
These are the leftover bones? Too hard. Should’ve swung it through the creative department.
Stanley Street must be bummed, they actually did some PR-ey stuff that wasn’t bad eg the KFC milk, chicken lollipop, bucket cosey thing.
Have any of the people involved in this given a moment’s thought to who actually buys KFC?
And who might that be?
It’s not like this is idle speculation. The aggregated locations of big fast food brands makes it empirically obvious who their target market is: https://www.otago.ac.nz/__data/assets/pdf_file/0027/329607/neighborhood-deprivation-and-access-to-fastfood-retailing-a-national-study-020172.pdf
Hint: it’s not central suburbanites buying Nick Von K jewellery.
Guarantee it .
To promote boneless KFC to our core target audience we’ll make a big deal out of the bones by doing a collab with a semi-well known Ponsonby jewellery designer and turn the bones from the boneless KFC into jewellery. But the bones aren’t actual bones taken from the KFC boneless, they’re actually made of metal. Got it.
This exact idea was big ten years ago – https://kyforky.com/blogs/journal/gold-plated-kentucky-fried-chicken-bone-necklaces-and-earrings-made-with-real-kentucky-fried-chicken-bones
I remember Creative printing off the first batch of scams back in 1991. I was just a B/W printer back then.
Now, in 2023, it’s so heartening to see how well scammy things have evolved.
This is an A3 idea.
Who gave the creative brief to the pr dept again?
Saw an ad for boneless KFC on TV last night. It made me hungry.
Saw a billboard this morning and then read this press release. It made me sick.
Ok
I think it’s more of a reflection on the client, sales ain’t good, let’s try anything. I’d suggest cooking your chicken so it doesn’t taste boiled.
Nice work Special team! Beats some of the shocking PR campaigns recently. Looking at you Jetstar parsnips.
Cue campaign brief commentary from washed up advertising oafs that don’t have any understanding of what PR actually is. Nicely done Special. This is good.
Special doing great tings
That’s an expensive GWP. Might stick to playing McDonalds Monopoly.
Special PR really is changing the game with this refreshing and modern approach to PR.
Gosh there’s a lot of hot air in these comments! Don’t mind it. A nice idea well executed.
Preferred the stuff Stanley Street have been doing. The KFC scent, Lollipop Chicken… Feels more relevant and on point than this.
Hell hath no fury like the incumbent scorned.
nothing is or was relevant or new about a themed scent
Some of these comments. Breathe. Eat a snickers. Touch some grass.
I like it, personally. It cut through.
Gutted for them. I’m sure they didn’t know. But it’s exactly the same as this: https://kyforky.com/blogs/journal/gold-plated-kentucky-fried-chicken-bone-necklaces-and-earrings-made-with-real-kentucky-fried-chicken-bones
Gutted for you ‘Sadly’, that you didnt take the time to read the other posts before you googled and posted your little bitchy link
The gloating special make about winning new busisness…
As a photocopier, I applaud copying other ideas.
I thought this was a Motion Sickness idea, with its copy and paste ways.