KFC Goes with NASCAR Driver Clint Bowyer

When KFC launched Original Recipe Boneless in mid-April, company executives said it was on the fast track to success. Now, the product really is on the fast track as KFC Original Recipe Boneless is the sponsor for NASCAR driver Clint Bowyer’s No. 15 Toyota at the Southern 500.

“The KFC team is thrilled to be partnering with Clint and the Michael Waltrip Racing team at Darlington this weekend,” said KFC chief marketing officer Jason Marker.

“Original Recipe Boneless has been the talk of the country for the past few weeks, and it’s exciting to be ‘riding along’ with Clint during the legendary Southern 500.”

For his part, the driver of the No. 15 Toyota is embracing the product’s tagline. At some point this weekend, Bowyer is sure to look into a television camera and say: “I Ate the Bones.”

[ Also Read: KFC Launches ‘I Ate the Bones’ Facebook Contest ]

KFC launched its new Original Recipe Boneless chicken and accompanying “I Ate the Bones” advertising campaign to respond to an increase in consumer demand for boneless menu items.

“I ate the bones,” laughed Bowyer. “I plan to say that about 100 times this weekend in Darlington. We’ve all seen the commercials on television and now we get to carry it on our car. Hopefully I’m eating some Original Recipe Boneless in victory lane Saturday night.”

The Michael Waltrip Racing driver is fifth in the 2013 standings and should be one of the favorites Saturday night. Fox will televise the 500-mile race at 6:45 p.m. ET.

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Rakesh Raman