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KFC (formerly Kentucky Fried Chicken)

Challenge

To increase traffic at its restaurants, KFC began selling tiny computerized toys called Giga Pets and used Jacksonville, Florida as a test market. Al Rothstein Media Services, Inc. was called on to develop a media relations strategy to increase public awareness.

Process

We selected a local charity, where underpriviledged children would receive Giga Pets, KFC t-shirts, a KFC lunch, and a visit from a Colonel Sanders look-alike.

The media was invited to the lunch where the “secured” Giga Pets were delivered by armored truck. The t-shirts were worn by the kids during the event, prominently displaying the KFC logo, virtually guaranteeing its appearance on the nightly news. The selection of the charity humanized the story for the news media and genuinely benefited the kids. We trained the youngsters to speak to the media.

Results

KFC’s presence, both from reporters mentioning the company as the sponsor, as well as from the Colonel Sanders look-alike and the t-shirts, was prominent on every nightly newscast and two local newspapers. From the resulting increaed patronage, the local KFC restaurants sold out of Giga Pets even earlier than expected.