KFC BONELESS CHICKEN LAUNCH - "I Ate the Bones!"
I worked on the KFC brand for many years, and worked on many product launches. Here's one of my favorites.
When KFC needed help announcing their boneless chicken, we thought why not point out the one and only difference? The bones. And since the new boneless chicken still had the same great KFC taste, we thought it was only natural to expect someone might think they "ate the bones."
The saying even became part of MEME culture online.