KFC serves 180,000 tonnes of chicken a year, and 50,000 tonnes of bones go straight in the bin. Yet bone broth becomes wellness culture's favourite meal.

Bones & All closes that loop, every bone-in meal comes with a cheesecloth Colonel pre-loaded with the 11 Secret Herbs and Spices. Drop in your bones, tighten his necktie, let him simmer. Saturday night's junk meal becomes Sunday morning's health kick. And yes, that is a boiled Colonel, bone licking good.

MADC x Creative LIAisons one page brief winner 2026