Creative Media in IMC (4) - KFC PR

KFC advertising team has found the new Public media for advertsing.The New advertising campiagn form KFC: "Re-freshed by KFC''.Although the association of food and pothole repair is far away, if you can use the angle of KFC as a brand to think; the strange feeling can disappear. What KFC is doing is exactly what we have mentioned in the last lesson. Modern advertising is no long as the above/ below the line. Publish relation is the heavy part of concern, and also the duties for society become more and more important in the view of world-class Corporation. Therefore i am quiet impressive for the creative and courage idea for this implement of KFC.

Need a Pothole Filled in Your City? Call KFC
Chain Offers to Repair Streets in Exchange for Leaving Its Mark on Pavement
By Emily Bryson York Published: March 25, 2009

"Fresh" campaign KFC decided to "Re-fresh" city streets as a tie-in to its new "fresh" campaign, which focuses on food quality. "It was always our plan to make our hometown of Louisville the first city for the program," KFC spokesman Rick Maynard said, adding that pothole-fixing season was an additional impetus. "The mayor was very excited about the program and even stopped by yesterday afternoon when the crew was refreshing the first bunch of potholes."

"This program is a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments and everyday Americans across the country," said Javier Benito, exec VP-marketing and food innovation at KFC.

Creating goodwill
Perhaps most importantly, while KFC seems more suited to pot pies than potholes and efforts like these are unlikely to sell chicken sandwiches in the short term, the company is likely to build a reservoir of goodwill among the general population -- particularly when they arrive at the pothole they've gotten used to swerving around...

http://adage.com/article?article_id=135534