I can’t help but pipe in on the recent Susan G Komen marketing campaign. Komen partnered with KFC.
I saw the campaign advertised on a billboard while driving past a KFC before it ever hit the headlines. I actually did a double take. Could that be right? Buy a bucket chicken and a donation goes to the Komen Foundation. It didn’t make any sense which is what all the media hoopla is about now. The idea of greasy KFC helping to find the cure for Breast Cancer raises eyebrows. Who was the marketing genious behind that idea? Worse yet, who in Komen approved it?
Komen certainly plays the leading role in social branding in the relationship. Did big dollar signs cloud Komen’s judgement? We may never know because they are in the recovery spin zone right now.
This cause related marketing scheme would seem a very hip hookup for KFC who stands to gain the most. However, at this point, the heat is on in the kitchen at KFC too. Let’s face it, now we are talking about the link between the Colonel’s Secret Recipe which we all know is fat, and it’s link to cancer. PR NIGHTMARE!!!
What I’d like to know is, what were the real intentions behind both parties? Outcomes are directly linked to intentions. If you don’t like the outcome change your intentions. The lesson here is don’t compromise principles for sales.