"...KFC announced the formation of a panel made up of moms who will help guide the brand. The “KFC Moms Matter! Advisory Board” is designed to get the Yum! Brands-owned chain in touch with family needs.
Members will give their two cents regarding everything from new product ideas to trendspotting. The first order of business is creating an online community for moms that will go live next year. Offline, the Moms Matter group will meet twice a year, hold quarterly conference calls and host monthly dinner meetings in their hometowns.
The move mirrors McDonald’s “Global Mom’s Panel” which was announced in early May. The burger chain chats with moms from six countries about issues regarding the brand.
KFC received a blow in June when the Center for Science in the Public Interest filed a suit against the chain. CSPI said, in a statement, the use of partially hydrogenated oil “puts customers at risk of a Kentucky Fried Coronary.” The suit aims to compel KFC to eliminate or disclose the use of “artery-clogging frying oil.”
Consumers didn’t seem to mind the health warnings and the chain had a strong year last year. U.S. sales were up 5.8% to $5.2 billion last year, per Technomic, Chicago."
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VBRs & HALF-BAKED:
- Use MIX 97.1 listeners to form a LOCAL panel of Moms
- Client and Moms could meet in RadiOhio conference room
- Send web survey to station eMail list
- Create a mobile text-message survey to poll opt-ins on client questions
