In Brazil, most consumers didn’t know KFC sold ice cream. That’s a problem when you’re trying to launch a dessert line. So KFC Brazil did something wildly creative: they turned their fried chicken bones into prize carriers. Inspired by the beloved “Prize on the Stick” ice cream promotions from the 90s, “Prize on the Bone” used laser-engraved bones to deliver surprise rewards. It wasn’t just a promo—it was a cultural remix.
Campaign Overview
“Prize on the Bone” launched in 2024 with a limited-time activation across select KFC stores in Brazil. Before cooking, chicken bones were laser-engraved with prize messages—ranging from free ice cream to exclusive merch. Customers who found a marked bone could redeem their prize instantly.
The campaign was supported by a hero film, influencer content, and in-store signage. It tapped into Brazilian nostalgia for “Premio no Palito” (Prize on the Stick), a childhood memory tied to frozen treats and surprise wins.
Campaign Objective
KFC aimed to:
Raise awareness about its new ice cream offering in Brazil
Drive foot traffic and trial through a nostalgic, gamified experience
Reinforce its brand identity as bold, irreverent, and culturally tuned-in
Create buzz through surprise, shareability, and physical interaction
The goal was to turn bones into billboards—and make dessert discovery unforgettable.
Execution
Laser-Engraved Bones: Before frying, select chicken pieces were marked with prize messages using food-safe laser technology.
In-Store Redemption: Customers who found a prize bone could claim free ice cream or branded merchandise.
Hero Film: A playful ad showed customers biting into chicken and discovering prizes—mirroring the thrill of old-school ice cream sticks.
Social Media Activation: Fans shared their prize bones online, creating organic buzz and nostalgia-driven engagement.
Limited-Time Exclusivity: The campaign ran for a short period, driving urgency and repeat visits.
Brand Impact
“Prize on the Bone” positioned KFC Brazil as a brand that understands local culture and isn’t afraid to play with its product. It elevated ice cream from an overlooked menu item to a sought-after prize. The campaign also reinforced KFC’s irreverent tone and ability to turn food into fun.
Results
The “Prize on the Bone” campaign by KFC Brazil turned leftover chicken bones into a surprising new reward experience, gamifying the post-meal ritual. The campaign saw over 5,000 prize bones distributed across Brazil, leading to a significant lift in ice cream sales and trial. It generated high engagement on Instagram and TikTok, becoming a viral moment within food and marketing communities.
The campaign was featured in TrendHunter, D&AD, and major Brazilian marketing outlets, and was shortlisted for D&AD Impact and Cannes Lions 2025, reinforcing KFC’s reputation for bold creativity and playful innovation.
Lessons Learned
“Prize on the Bone” teaches us that nostalgia is a powerful mechanic. The campaign also shows the power of embedding surprise into the product itself—when the reward is tactile, the memory sticks. And finally, it proves that local insight drives global creativity.
