KFC launches The Boneless Collection via Special PR

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AUCKLAND, Today: 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.”

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.

The agency 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.

“We’re excited to get stuck in with a client that has such a passion to deliver work that gets people talking – and resonates in culture.”

Clark Wilson, marketing GM at Restaurant Brands said: “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.”

Special PR GM Kelly Grindle said: “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.

The pieces retail at $1299 with the proceeds donated to KFC’s charity partner Surf Life Saving NZ.


Client: KFC
GM Marketing, Restaurant Brands: Clark Wilson
Marketing Director: Leanne Too
Senior Brand Manager: Holly Knowles
Digital Marketing Director: Georgina Frances
Social Media & Content Specialist: Chelsea Ho
Assistant Brand Manager: Keegan Thoresen

Agency: Special PR
GM: Kelly Grindle
Senior PR Director: Natasha D’Souza
PR Director: Natalie Chandler
Creative Lead, PR: Kat Day
PR Manager: Sophie Harsent
PR Manager: Jess Walker
PR Executive: Arabella Mitchell

Agency: PHD
Creative Integration Lead: Amanda Palenski
Associate Business Director: Ella MacDonald
Senior Digital Planner: Lily McCallum
Account Manager: Lara Winmill
Digital Planner: Lucy Hazlett

Film Co: Film Construction
Producer: Amie Gellert
Creative Director & Photographer: Matt Hurley
Videographer & Graphic Designer: Jason Domancie
Wardrobe Stylist & Creative: Richard Huang
Art Director & Food Stylist: Leah Mizrahi
Food Stylist: Stacey O’Gorman
About KFC New Zealand

KFC was the first international quick service brand to open in New Zealand in 1971; it has now expanded to 110 stores nationwide.

About Nick Von K
Nick Von K has been making jewellery for 25 years, initially designing for Ricochet clothing brand later as his eponymous brand, which launched at NZ Fashion Week in 2010. Based on K Road, Nick Von K is famous for his beautiful and unusual pieces for men and women, including custom wedding and engagement rings and his love of gold and silver jewellery studded with precious stones.

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