KFC - Prize on the Bone (case study)

In a bold move to diversify its product offering and drive awareness, KFC Brazil launched a new dessert item—ice cream. However, the fast-food chain faced a significant challenge: most consumers in Brazil were unaware that KFC even sold ice cream. To tackle this perception gap and encourage product trial, KFC needed a culturally resonant and creatively disruptive idea. Brazilians hold fond memories of a long-running promotional campaign by a popular ice cream brand known as “Prize on the Stick.” In that campaign, if your ice cream stick revealed the phrase "You won an ice cream," you’d get another one for free. It was a simple yet iconic mechanic that became deeply ingrained in Brazil’s cultural consciousness. KFC and DM9 reimagined this nostalgic mechanic through the lens of their most iconic product: chicken. Instead of using ice cream sticks, KFC laser-engraved winning messages directly onto chicken drumstick bones, creating the “Prize on the Bone” campaign. By fusing the familiar with the unexpected, the brand managed to generate immediate curiosity and engagement. The campaign launched on November 20, 2024, in three key São Paulo locations—Center 3, Frei Caneca, and Light shopping centers. Customers who ordered a bucket of KFC’s famous chicken had a chance to discover a specially engraved bone declaring them a winner. The prize? A free, limited-edition KFC ice cream. The campaign was deliberately kept small in scale but high in impact, banking on surprise, word of mouth, and social sharing to amplify reach. The bones were 100% safe and hygienically laser-etched, ensuring consumer trust and food safety. "Prize on the Bone" quickly captured public imagination and media attention. The campaign effectively drove awareness of KFC's new dessert offering while rekindling a beloved memory for many Brazilian consumers. It created a direct emotional bridge between nostalgia and novelty. Recognition soon followed. The campaign was hailed not only for its originality but also for its clever cultural adaptation, proving how a simple mechanic, when authentically localized, can deliver outsized results. KFC’s "Prize on the Bone" was a masterclass in cultural tapping and consumer behavior. By appropriating a nationally treasured promotional concept and giving it a cheeky, brand-relevant twist, KFC Brazil turned a product awareness challenge into a celebrated creative triumph. AWARDS Clio Awards 2025 - Gold in Out of Home D&AD Awards 2025 - Wood Pencil in Direct (Acquisition & Retention) - Wood Pencil in Media (Retail) CREDITS Client: KFC Brazil (Grupo IMC). Marketing Director: Fernanda Harb. Senior Communication Manager: Gabriela Nakasima. Marketing Analyst: Thabata Corrêa. Agency: DM9 CEO: Pipo Calazans. Chief Creative Officer (CCO): Icaro Doria. Chief Operating Officer (COO): Thomas Tagliaferro. Chief Strategy Officer (CSO): Sthepanie Campbell. VP of Creation: Laura Esteves. Executive Creative Director: Nina Lucato. Creative Directors: Bruno Anibal, Caio Zucchi, Diego Reis, Pedro Rosadas. Creatives: Bruno Anibal, Caio Zucchi, Diego Reis, Pedro Rosadas, Caio Cassimiro, Débora Caprioli, Thayna Freitas. Content Creators: Marcio Filho, Mark Junior. Executive Business Director: Ana Claudia Benini. Account Management: Nayara Dauer, Júlia Schaurich. Project Managers: Ana Carolina Cerqueira, Amanda Spadoni. VP of Media: Renata Valio. Media Team: Lota Ferraz, Felipe Peres, Anna Mello. Planners: Aline Alonso, Bruna Coelho, Breno Strassacapa. VP of Content & Innovation: Cleber Paradela. Director of Content & Innovation: Gabriela Campagnucci. Social Strategy: Jessica Severo, Vitoria Merola. Producers: Anna Ferraz, Caio Rodrigues, Isabela Ximenes. Production Company: Santa Transmedia Director: Ricardo Mantovanini. Executive Producers: Pedro Olaya, Lucas Neves. Director of Client Services: Fernanda Castro. Production Director: Lucas DeBesti. 1st Assistant Director: Isaque Reis. Director of Photography: Fernando Bertolucci. Visual Effects Artist: Bruno Steger. Head of Post-Production: André Parizi. Editor: Lucas Brasileiro. Motion Graphics: HUBVFX. Color Grading: Ian Paschallino. Audio Production: HEFTY Producers: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Eduardo Rossi, Celso Moretti, Tuco Barini, Renan Marques. Account Management: Debora Carvalho, Thais Gazoli, Ana Peluzo. Coordination: Larissa Durante, Fabi Lugli, Susi Rodrigues.